Our Vision

Sporting events of national and international significance focus the eyes of the world on our region, bringing new visitors to Birmingham and the West Midlands. Our vision for the future is to become known across the global sports industry as a leading region for hosting major sporting events, maximising the social and economic benefits by working side by side with public, private and voluntary sectors.

The time is now

With the vibrancy, strength and breadth of our creative industries celebrated by the Coventry City of Culture 2021, and the sporting showcase of the Birmingham 2022 Commonwealth Games, this is a once in a generation opportunity for Birmingham and the West Midlands. Positioning our region as a leader in hosting major national and international sporting events has never been simpler.

We already have a vibrant sporting sector with world-class venues, facilities and natural assets that are as good as anywhere in the UK, if not the world.

Our collective ambition has put the region at the forefront of new and emerging sectors like e-sports, backed by local partners with a real desire to see collaborative, purpose-driven investment. And the benefits go way beyond sport itself, providing the
chance to create new commercial assets and properties of our own and build capacity in the wider supply chains and events sectors.

We aim to:

• Elevate and enhance the status of the West Midlands, nationally and globally, as a host of great sporting events secure a minimum of 8 major events between 2022-2027.

• Grow the visitor economy in our region. Already forecast to increase by almost £1.2bn by 2029, major sporting events only add to our appeal as a great place to visit.

The Business and Tourism Programme (BATP) will build on the profile created by the Games to attract more visitors, trade, events and investment into Birmingham, the West Midlands, and the UK. It will concentrate on nations and territories across the Commonwealth, plus the domestic UK market.