At this precarious moment geopolitically around the world, and particularly in the Middle East, sport might just help.

“Sports is a beautiful tool for common understanding,” says Nasser Majali, Secretary General of the Islamic Solidarity Sports Association.

“We view sports as an integration tool – as a peacebuilding tool, and one to build integration between countries and between people. It makes changes in culture, in gender equity and opens up a lot of doors for dialogue and travel.

“Sports is a language. In our membership there are three official languages, Arabic, English and French, and a lot of unofficial languages. But the one thing that brings them together, and they all can talk, is one single language of sports. Everybody knows who wins and loses, and what that person in front of me went through to get there. So it is a unifying language.”

Asked if sports is contributing to the westernisation of the Islamic world, Majali pointed to the power of sports for development in all cultures.

“Sports is a very important tool for development, whether it's in education and health, in economics. Ask any child today in the world about sports and 90% of the time they'll talk about sports as something very important in their life. Then when people grow up you will find that a lot of their memories and character development was built around that.”

Transformation phase

The Islamic Solidarity Sports Association (ISSA) was established about 40 years ago, with a membership based on the Organisation of Islamic Cooperation, the umbrella organisation for Muslim countries – not just predominantly Muslim countries but also countries with sizeable Muslim populations like Guyana Uganda, Cameroon.

“The vision and mission of the organisation has been transformed,” says Majali. “It's going through a transformation phase for us to become to scale more and to go into development of sustainable sports ecosystems within the 57 countries.”

ISSA has five focus areas, starting with sports development. “So that's developmental programmes and also prioritising sports as a sector in the 57 countries. That goes also to the economic part of sports and the startups and companies’ growth. So it's a discussion that we have with our National Olympic Committees and then with the governments and leading bodies within the countries to try to push for the sports sector, which sadly, it's not prioritised in all countries.”

Another major focus area is multi-sports games and events. ISSA has its own Games – the Islamic Solidarity Games – and aims to help members to host other events between Games.

Research and academia is another area. “There are a lot of statistics missing from the 57 countries regarding the sports sector,” says Majali. “We believe it's our role to become the kind of the Wikipedia of the world of Islam and sports. The whole philosophy behind sports and Islam requires a lot of research.”

The fourth focus area is the integration of Islamic culture and tradition within the global sports movement. “So that’s kind of explaining a lot of things. What happens in Ramadan with athletes – why we shouldn't have mega sports events happening right in the middle of Ramadan and how would that affect performance? Also, topics related to the right of female athletes to be wearing the hijab in all sports sporting events. Somebody needs to be a voice, so we are taking on that responsibility.”

The last focus area is emergency assistance. Many of ISSA’s member countries are experiencing crises, from the conflicts in Sudan, Palestine to the recent earthquake in Turkey and floods in Libya and many others. “What is very important for us is to be able to mobilise, assist with programming, and lobbying for the sports sector in those countries so that it does not lose its priority when the rebuild starts.”

Working with partners

One of the main ways that ISSA is looking to implement its aims is by working with partners. “We don't want to reinvent the game. So when we come to talk about gender equity, we'd like to integrate with partners who have worked on that for a long time.

“If we wanted to talk about IFs, we'd like to find a partner or somebody like SportAccord to work with. If the International Olympic Committee is working on Olympic solidarity, we'd like to integrate into that, and with potential partners such as the UN or Save the Children for example.

“Our implementation methodology is to find the partner and scale with them rather than do something from scratch. I hope that that in the next couple of years is reflected in the programmes that we implement.”

Host City: It’s great to be here in Birmingham for SportAccord. How important was hosting the Commonwealth Games for the city and the West Midlands region?

Joel Lavery: We hit the high note with the Commonwealth Games in 2022. The city came alive with sport, and we recognised the power and the impact of an event like the Commonwealth Games. That led us to think about what comes after the Commonwealth Games. We wanted to see if we could attract more events that have purpose, and to know what impact they're going to have.

Host City: How is hosting SportAccord helping to attract more events?

Joel Lavery: SportAccord is one of the events that sits as part of that portfolio that is being paid for by the underspend of £70 million from the Commonwealth Games and the £6 million invested into the major events fund. What better audience could we have than 1,500 world leaders of sport? And so this week it's about meeting people and starting off some of those conversations that we hope will lead to us landing a pipeline of opportunities.

Host City: What activities have you got in the pipeline?

Joel Lavery: We've talked about the Golden Decade of Sport from the Commonwealth Games. In 2026 we'll have the European Athletics Championships and alongside that, we'll have the IWG Women in Sport Global Conference that's happening in this very same venue in two years.  We've also got events like the Kabaddi World Cup, the Urban Sports World Championships, Esports and Judo happening.

Tom Wagner made the announcement here that they've purchased a large piece of land in the east of Birmingham where there's going to be a new development, a new Birmingham City stadium and sports quarter.  I think that's an exciting announcement, when we're talking about the power of sport to transform cities and showcasing the West Midlands’ place at the heart of sport in the UK.

For more information on the West Midlands' sporting offer, please go to: www.meetbirmingham.com/sportingevents #HeartofSport

[Source: SportAccord] The global sports movement’s most influential decision-makers have arrived in Birmingham, West Midlands, for the return of sport’s No.1 global gathering

The SportAccord World Sport & Business Summit 2024 opened in Birmingham, with more than 1,500 delegates from over 100 countries meeting in the West Midlands for the highly anticipated return of sport’s most important industry summit.

Key figures from across the international sports movement have embarked on five days of networking from 7-11 April, with high-level meetings, a bustling exhibition, and a packed conference programme under the umbrella theme of ‘The Power of Sport’.

World-class speakers will include sports leaders such as Mark Rein, Vice President and Co-Founder, Epic Games; UK Sport Chair Dame Katherine Grainger; Rob Alberino, Vice-President of Content and Production, Kansas City Chiefs; and many more.

SportAccord Managing Director Martin Gibbs praised the team effort of Birmingham City Council and the West Midlands Growth Company in embracing this powerful event and bringing it to the heart of the UK.

“We are delighted with the enthusiastic response of the global sports movement in coming back to SportAccord and the atmosphere in the city is fantastic,” Gibbs said.

“Our hosts are not only building on the legacy of the Birmingham 2022 Commonwealth Games, but they are also putting Birmingham and the West Midlands firmly at the centre of the sporting world over the coming days, with an event that will bring together the sport economy’s most influential decision-makers. There is no other event where you find in one place so many International Federations, the International Olympic Committee, rights holders, cities and regions as well as sports business leaders.”

Aside from the main Plenary Conference, there will also be dedicated HealthAccord, LawAccord, CityAccord and MediaAccord conference streams, as well as various workshops and a Speakers’ Corner, with experts from across the industry offering unmissable insights.

With numerous events planned in and around the International Convention Centre over the coming days, attendees can take advantage of a compact set-up to maximise networking opportunities, reconnecting with old friends and establishing new connections.

“We have various resources available so that delegates can make the most of their time in Birmingham, including an official event app, a digital event guide and our on-site newspaper, The Daily, which will cover all of the most important developments,” Gibbs added. “We are also really grateful for the support of the dedicated team of volunteers who have been assisting attendees, to ensure their stay in Birmingham is as productive and enjoyable as possible. Their enthusiasm and friendly welcome is really making a difference.”

Host City Director Ben Avison is moderating the CityAccord roundtable at 10:30 on Tuesday 9th April: More than just sport - Creating a more engaging, inclusive event which appeals to fans, residents and athletes alike. Just how far can 'Festivalisation' go?

The Belgian, Ingmar De Vos, Council member of the Association of Summer Olympic International Federations (ASOIF), member of the International Olympic Committee (IOC) and President of the International Equestrian Federation (FEI), will stand for election as the next ASOIF President at the 48th General Assembly on 9 April in Birmingham, United Kingdom. The third term of incumbent President Francesco Ricci Bitti will come to an end on 31 December 2024.

The President is elected by secret ballot for a term of four years in the year of the Summer Olympic Games and takes up the position on 1 January of the following year.

The nomination of Mr De Vos was the sole candidature received by the official deadline of 25 March. In line with the ASOIF Statutes, Full Members may nominate one of their executive body members for the position of ASOIF President.

Ingmar De Vos has served as FEI President since 2014 and as ASOIF Council member since 2019. An IOC Member since 2017, he is part of the IOC Coordination Commission for LA28, the Legal Affairs Commission, and the Gender Equality, Diversity and Inclusion Commission. He is also a SportAccord Executive Committee member, ASOIF representative on the WADA Executive Committee, member of the Board of Directors of the Belgium Olympic Committee, and a UN International Gender Champion.

The 48th General Assembly will be organised during the SportAccord World Sport & Business Summit, which takes place from 7 to 11 April in Birmingham, United Kingdom. It will be fully livestreamed on YouTube. Click here to learn more about the agenda.

[Source: West Midlands Growth Company] Birmingham and the West Midlands’ sporting offer and major events hosting expertise will be thrust back into the global spotlight from 7-11 April when it welcomes the SportAccord World Sport & Business Summit at ICC Birmingham.

Nearly two years on from hosting the biggest-ever Commonwealth Games, the West Midlands will roll out the red carpet for more than 1,500 international delegates from 120 sporting federations to showcase why it is at the heart of sport in the UK.

From basketball, bobsleigh and bodybuilding to tennis, triathlon and taekwondo, presidents and CEOs from global sporting organisations will visit Birmingham and the West Midlands for SportAccord’s conference programme, which includes specialist streams CityAccord, HealthAccord, LawAccord and MediaAccord. The summit will also feature panel events, evening networking sessions and a keynote speech during the event’s opening ceremony from International Olympic Committee (IOC) President Thomas Bach, ahead of the year’s biggest sporting celebration, the Paris 2024 Olympic Games.

Andy Street, Mayor of the West Midlands, said: “The SportAccord World Sport & Business Summit offers a huge opportunity for the West Midlands’ people, venues and suppliers to come together and put on a great show for international sports leaders, continuing the positive buzz and legacy of the Commonwealth Games.

“Our region has world-class sporting infrastructure, unrivalled connectivity and a passion and knowledge for hosting major events. We will be showing visiting officials and senior delegates why the West Midlands deserves to sit at sport’s top table when they are picking the destination for their next championships, conference or business event, which will provide a welcome boost for our local businesses and communities.”

With less than two months to go until “sport’s most influential industry gathering”, final touches are being made to the summit’s event programme focusing on this year’s theme, the ‘power of sport’, and speaker list. The programme already includes Olympic gold medallist Chris Boardman MBE; Secretary General of the World Union of Olympic Cities, Melanie Duparc; and CEO of Global Esports Federation, Paul Foster.

The West Midlands’ cultural, tourism and sporting credentials will also be on show for SportAccord delegates as part of an excursion programme, which will include the region’s Industrial Revolution story at Black Country Living Museum and Ironbridge Gorge; and its arts and literary heritage at Shakespeare’s Birthplace and the Royal Shakespeare Theatre. The region’s instrumental role in shaping Britain’s sporting tradition – having invented rugby, lawn tennis and the Football League, and hosted the forerunner to the Olympic Games in Much Wenlock – will be covered during a sporting tour, to include Villa Park and Edgbaston Stadium.

Cllr John Cotton, Leader of Birmingham City Council, said: “The SportAccord Summit 2024 is a fantastic opportunity for Birmingham to showcase the city and provides the chance to bring people together.

“The city has world-class sporting facilities, which have hosted some fantastic events including the Commonwealth Games, IBSA World Games and the FIG Trampoline Gymnastics World Championships, plus with our famous reputation as a friendly city, we can guarantee a warm Birmingham welcome to all visiting delegates.”

The West Midlands has recently hosted some of global sport’s biggest spectacles, including the Rugby World Cup, The Ashes and the FIG World Trampoline Championships. The ESL One – Dota II esports tournament in Solihull (26-28 April); the European Judo Union Junior Cup in Walsall (15-19 June); and the Kabaddi World Cup (24-31 March 2025) are a snapshot of the sporting fixtures taking place in the West Midlands in the next 12 months, thanks to the region’s Major Events Fund.

SportAccord 2024 will also present opportunities for companies, brands, products, services and destinations to showcase their offer as part of a dedicated exhibition, running in parallel with the summit at ICC Birmingham. Companies and individuals, which provide cutting-edge governance, research, advisory services, sports tech, insurance and fan engagement across the business of sport are encouraged to contact the West Midlands Growth Company to receive more information about getting involved: partners@wmgrowth.com. 

Interested parties can visit the official website here to register their interest in attending.

Host City: What do you think are the main considerations for rightsholders deciding where to host events? 

Jason Siegel: While this could vary by rightsholder, for the most part, they are looking for a host city that will deliver a world-class experience for their constituents, athletes, officials, and partners and a city that will drive desired net revenue back to the rightsholder.

Using Orlando as an example, our tourism ecosystem seamlessly works together – hoteliers, restauranteurs, elected officials, transportation providers, and attraction operators all work closely to ensure a smooth and successful event for all stakeholders. This strong working relationship is reflected in the 74 million visitors who enjoyed Orlando in 2022 alone, a testament to our city’s ability to deliver.

When it comes to infrastructure, Orlando boasts an impressive 35+ sports venues across the region, ensuring flexibility and adaptability to your specific needs. With over 200,000 hotel rooms, timeshares, and vacation rentals, we can easily accommodate athletes, officials, and fans.

Ultimately, while rightsholders seek world-class experiences and revenue generation, they also value a collaborative and engaging environment. With its proven track record of hosting major events, experienced local organizing committee, and collaborative community spirit, Orlando stands out as the ideal choice to deliver on all fronts.

Host City: Why did Orlando want to host the US Olympic Trials for Marathon?

Jason Siegel: The opportunity to host an Olympic qualifying event fit perfectly in our strategic plan and aligns with our goal of bringing world-class sporting events to Orlando.

We also wanted to shine a spotlight on Downtown Orlando and boost the local economy. We are very proud of our incredible community here, and our economic impact so far has been tremendous. We also were confident in the return on investment the event would bring and the media value of hosting a nationally televised event.

We were thrilled that the event drew over 100,000 spectators. With the robust running community here in Orlando, we knew this event would be well-received not only by fans of the sport but by everyone.

Host City: What are Orlando’s wider event hosting ambitions?

Jason Siegel: From Premier League clashes like Aston Villa vs Fulham and international giants like Juventus and Real Madrid facing off in the Florida Cup to the electrifying spectacle of WrestleMania and the inspirational 2022 Special Olympics USA Games, Orlando has a proven track record of hosting major sporting events. We've also welcomed the pinnacle of wakeboarding and waterskiing with the IWWF World Championships in 2021 and 2023. These, alongside over 1,600 other events since 1993, demonstrate our commitment to driving economic impact, showcasing Orlando's vibrancy, and benefiting our residents and businesses.

With our elite venues and facilities, coupled with the entertainment powerhouses of Disney and Universal, Orlando offers an iconic backdrop for world-class events. We enjoy strong partnerships with local government and are passionate about collaborating with all stakeholders to bring even more exciting sporting experiences to our city, encompassing youth/amateur, Olympic, collegiate, international, esports, and everything in between.

Host City: How will you look to capitalise on the 2026 FIFA World Cup and LA28?

Jason Siegel: We have a longstanding relationship with FIFA and the USOPC, and both organizations know they can always count on Orlando to deliver exceptional results.

As Madrid comes back into contention for the Olympic Games, Spyros Capralos, President of the European Olympic Committees (EOC) expressed hope that the city will bid for the European Games.

Speaking to Spanish news agency EFE following an EOC Executive Committee meeting in Madrid, Capralos said: "What we hope is that one day Spain joins the map as the organizing country of the European Games. I know that there are many cities that have the necessary infrastructure.

"On the path to organizing Olympic Games in the future, the European Games are a good step to then move forward."

His comments came as Madrid re-entered the fray as a potential host of the 2036 Games. Following the city’s securing of Formula One, the President of the Community of Madrid, Isabel Díaz Ayuso said: "Who knows if it will help us to attract other major events? The Olympics perhaps? We're working on it."

Capralos said: "Spain is one of our most important members. Its Olympic committee is very actively involved and always has a place in our Executive. President Alejandro Blanco is highly respected, not only in Europe, and the general secretary, Victoria Cabezas, makes very valuable contributions. Madrid joins a growing list of candidates to host the 2036 Olympic and Paralympic Games.

"The new IOC rules reduce the cost in many aspects, especially in construction. And we want to set a good example for society in terms of sustainability. Having many candidates is good."

Unlike the IOC, the EOC does not have many candidates for its flagship event, but it has a strong candidate for the 2027 European Games in Istanbul, which is also bidding for the 2036 Olympic and Paralympic Games. "We are going to receive here in Madrid a delegation from Turkey, from the municipality of Istanbul, to discuss a candidacy that is very good. We will go to the city soon, before granting them the Games. It makes us very happy that a great country like Turkey wants to organize the Games.

"In today's world it is very difficult to attract candidates to organize multi-sport competitions. But the Poland Games [in 2023] were a great success, with top-level athletes qualifying there for the Paris Olympics. And federations, Olympic committees and athletes have already realized its importance."

The EOC and Istanbul are in discussions with the federations of gymnastics and swimming about their possible inclusion in the 2027 program. "Gymnastics and swimming are, of course, big competitions and both European federations want to be at the Games. I am sure that artistic and rhythmic gymnastics will return to the programme and we are discussing an under-23 swimming competition," said Capralos.

"We do not want to insist on sports that force organizers to build new venues. At most, to reform them at a lower cost. This way we will attract more cities in the future."

[Source: FIFA] FIFA has revealed the match schedule for the FIFA World Cup 26™, with the final to be held in New York New Jersey on Sunday, 19 July 2026 and the opening match featuring the Mexican national team scheduled to be played at the iconic Estadio Azteca Mexico City on Thursday, 11 June 2026. Like Mexico, the national teams of Canada and the United States will each play their three group-stage matches on home soil. Canada will kick off their campaign in Toronto on Friday, 12 June 2026, while the United States will begin their journey on the same day in Los Angeles. The schedule for the tournament was revealed live on Sunday and can be reviewed on FIFA.com and FIFA+. The match schedule can also be accessed here.

FIFA President Gianni Infantino said: “The most inclusive and impactful FIFA World Cup ever is no longer a dream but a reality that will take shape in the form of 104 matches in 16 state-of-the-art stadiums across Canada, Mexico and the USA. From the opening match at the iconic Estadio Azteca to the spectacular final in New York New Jersey players and fans have been at the core of our extensive planning for this game-changing tournament.” “I would like to thank our three host countries and 16 Host Cities for the unwavering commitment to staging a FIFA World Cup that will not only set new records but also leave an indelible legacy.”

FIFA Vice-President and Concacaf President Victor Montagliani said: “The FIFA World Cup 26 will be a watershed moment and one that will trigger massive football development in our region and worldwide. While each Host City is unique, they all have something in common – they are passionate about football and cannot wait to welcome the world in June and July 2026.” The tournament’s innovative match schedule will serve to minimise travel for teams and fans alike, while the number of rest days between fixtures will be maximised. Having been drawn up in consultation with key stakeholders, including national-team coaches and technical directors, the schedule will also increase the prospect of matches being played in the best possible conditions and ensure that fans have shorter travel times when following their teams. Match pairings and kick-off times will be confirmed following the Final Draw for FIFA World Cup 26, which is expected to take place towards the end of 2025.

FIFA World Cup 26 match schedule – summary:

• FIFA World Cup 26 to kick-off at the iconic Estadio Azteca Mexico City on Thursday, 11 June 2026, with the final scheduled for Sunday, 19 July 2026 in New York New Jersey.
• Toronto, Mexico City, and Los Angeles to host the opening matches of their respective national teams.
• Canada, Mexico, and the United States guaranteed to play their three group-stage matches on home soil, with Guadalajara, Vancouver, and Seattle also selected to stage host countries’ group-stage matches.
• Miami to host the bronze final, Dallas and Atlanta to stage the highly anticipated semi-finals, while Dallas will host nine (9) matches – the most of any Host City at the tournament.
• Innovative match schedule ensures that three days of rest for teams is observed for 103 of the tournament’s 104 matches. Majority of matches to be played in three regionalised zones (east, central and west) to reduce travel for teams and fans.
• Group stage:

- First matchday of the tournament to feature two matches, including the tournament curtain-raiser in Mexico City and a match in Guadalajara. - Day two to feature two matches involving hosts Canada and the United States respectively. - The final four matchdays of the group stage will feature six matches per day. Matches in the same group will be played simultaneously to maintain the integrity of the competition. - All other group-stage matchdays will feature four matches per day across four kick-off times.

• Estadio Azteca Mexico City set to host opening match for the third time, making FIFA World Cup history as the first stadium to do so.
• Canada will host its first FIFA World Cup, complementing its proud history of hosting top FIFA women’s and youth tournaments, including the successful FIFA Women’s World Cup 2015™.
• USA to host FIFA World Cup for the second time, following record-setting 1994 edition. USA has also hosted two successful editions of the FIFA Women’s World Cup (1999 and 2003).

Fans can pre-register for FIFA World Cup 26 tickets at fifa.com/tickets. Pre-registration for information about hospitality packages is available at fifa.com/hospitality.

Further details on the match schedule are available in the FIFA World Cup 26 match schedule Q&A.

[Source: IOC] The International Olympic Committee (IOC), the Gangwon 2024 Organising Committee (YOGOC) and the Gangwon-do Province, with the support of the Ministry of Science and Information and Communication Technology (MSIT), announce the launch of a metaverse focused on the Winter YOG Gangwon 2024 as an extension of the Gangwon-do Province’s Metaverse.

This unique virtual world offers a variety of interactive experiences to users all over the globe, helping to make Gangwon 2024 as inclusive and accessible as possible, particularly for young fans.

From virtual tours of the venues to games and challenges where fans can compete against other users in online mini games of ski jumping, bobsleigh and curling, the Gangwon 2024 Metaverse enables fans to engage with the YOG in new and exciting ways.

Users based in the Republic of Korea will also be able to enjoy streaming of sporting events.

The metaverse also provides an opportunity to meet and interact with other fans around the world as well as inspiring visitors to try new winter sports and learn about the Olympic values.

To ensure the metaverse is as accessible as possible, it features automatic translation of six languages (Korean, English, Spanish, French, Japanese and Chinese), while users are also able to create custom avatars for their digital experience.

This includes the ability to choose from 30 different characters featuring a variety of customisation options, such as hairstyles, body shapes and clothing options.

These avatars are also able to express a range of emotions – including joy, love, sadness, surprise and anger – while users are also able to make their character perform a variety of dances: hip-hop dance and a YOG-related dance.

Once they have created their custom avatar, users are able to freely move around the 3D virtual world, where they can visit digital recreations of nine YOG venues including fantastical elements, the Youth Olympic villages, and four tourist attractions in the host region.

Gangwon 2024 will also have a “Metaverse Experience” at the Gangneung Green City Experience Centre, where visitors will be able to virtually experience some of the winter sports with simulators, graphic panels and virtual reality kit.

The Winter YOG Gangwon 2024 will take place from 19 January to 1 February 2024, with approximately 1,900 athletes from 81 National Olympic Committees expected to take part.

Fans who want to see the next generation of potential winter sports stars can now apply for their tickets for Gangwon 2024 on tickets.gangwon2024.org.

The economic benefits of hosting major sporting events

When BBC News interviewed an Australian tourist in the heart of Birmingham city centre during the 2022 Commonwealth Games and received the response…

“It is totally different to how I expected it. I expected it to be industrial and horrible buildings. And it is amazing. I didn’t expect it to be so multi-cultural. I’ve loved it.”

…in one soundbite, it perfectly hammered home the importance of hosting major sporting events. They change perceptions, they get people talking about an area, and they encourage visitors to explore and enjoy a destination, and return.

Just as importantly, though, is the fact that big domestic and international major sporting events and championships equal big business for a city and region. You only have to look at a 2021 report ‘The impact of major events on London’s economy’ by London & Partners and Hatch to appreciate the huge benefits that sporting spectacles can bring.

Between 2017-20, England’s capital city hosted 757 events, including 305 sporting events, which brought an injection of £2.51billion into its economy, including £2.27 billion in visitor expenditure on items such as accommodation and food and drink.

Sport overall is a significant player in the UK economy. It contributed £48.9billlion gross value added (GVA) pre-pandemic, accounting for 2.6% of the UK total (source: The Power of Events).

The role of the 2022 Commonwealth Games and the Business and Tourism Programme 

The wonderful celebration of sport and culture served up by the Birmingham 2022 Commonwealth Games played a huge role in stimulating the West Midlands’ visitor economy as well as the sports economy and supply chains. 

It is not just about sports events and tourism, of course. The success of Birmingham 2022 and the results of the Business and Tourism Programme (BATP) – the first of its kind to be aligned to a Commonwealth Games – demonstrate that there is a much broader impact of hosting major sporting events on business growth, inward investment, jobs and skills.

In the 2022/23 financial year, the West Midlands attracted more foreign direct investment projects than Scotland and Wales combined, and bucked the national trend of a decline in FDI-related jobs.

Soft power

As the post-pandemic race to attract more major sporting events hots up, we are increasingly seeing evidence of ‘soft power’ playing a major part. The notion of a region’s ability to win sporting bids not through coercion or payment, but through the attraction of its culture, initiatives, values and policies, has the potential to boost the UK’s economy by at least £4billion by 2030.

That’s according to EY’s ‘The impact of major sport events: Study of soft power, trade and investment impacts’ report, which used Birmingham 2022 as a case study to highlight the event’s wider benefits for the West Midlands and UK.

The Games showcased “the UK as a leading economy and player within the Commonwealth that is open for business post-Brexit” and promoted “important agendas such as equality and sustainability”. The event also helped to build, leverage and reinforce vital relationships on a regional, national and international scale to “showcase industry and commitment to air quality”, “capitalise on Commonwealth connections”, “generate the feel-good factor seen at London 2012 and Glasgow 2014” and “work with embassies, DIT (now DBT) and VisitBritain (to deliver international tourism)”.

The French novelist Marcel Proust once wrote “The real voyage of discovery consists not in seeking new landscapes but in having new eyes” and hosting the Commonwealth Games has given the West Midlands and its people a new-found confidence and can-do attitude.

We told a story of welcome, inclusion and rebirth, which helped to change our self-perception of what we can achieve. We were – and continue to be – driven by purpose and impact, and are guided by our values to be innovative, youthful, inclusive, diverse and collaborative.

We have always said that last summer’s sporting spectacular must represent a starting point and not the finish line, and we are starting to build from that strong foundation in 2022 to create an exciting decade of opportunity. That means capitalising on the West Midlands’ venues and infrastructure – which, when combined, rival any city region in the world.

These range from shining new venues like Sandwell Aquatics Centre to Birmingham’s Alexander Stadium. The region also boasts iconic sporting settings like The Belfry and Edgbaston Stadium, and world-class arenas such as the NEC, Resorts World Arena and Utilita Arena. Its Premier League and EFL stadiums Molineux, Villa Park, St Andrew’s, The Hawthorns, Coventry Arena and the Bescot Stadium regularly host domestic and international football fixtures.

Across the West Midlands region, not only do we have the infrastructure, we have the passion, knowledge, experience and expertise to welcome and host events of any size or duration, and our efforts are starting to gain recognition.

Having appeared for the first time in the prestigious BCW Ranking of Sports Cities in 2022, Birmingham has improved its ranking to 33^rd this year. In a new report by Quantum Consultancy and Durham University Business School, Birmingham is the top English sporting destination for event hosting – highlighting the attention that the city has gained from athletes, fans and sports organisations on a global scale.

The SportAccord summit

Winning the right to host the prestigious SportAccord World Sport & Business Summit at the ICC next April – bringing together senior policy and decision makers from the top tier of world sport – has the potential to increase the West Midlands’ ranking among global major sporting event destinations even higher.

You only have to look at the numbers. We anticipate more than 1,500 international sports leaders and key decision makers to come together for six days in Birmingham and across the West Midlands, and it’s crucial that we put on a show for organisers and delegates.

In the lead up to, during and after hosting the summit, we will have direct access to the unique network of global sporting organisations that SportAccord represents – from the highest levels of the International Olympic Committee (IOC) through to 15,000 individual sporting federations and an estimated 50,000 event properties.

The most successful previous hosts of SportAccord – including the Gold Coast in 2019, which is now set to play a key role in the Brisbane 2032 Olympic and Paralympic Games – have leveraged this network and developed new relationships to build a strong pipeline of future hosting opportunities.

By showcasing the visitor experience for athletes, coaches, teams, spectators and fans – and promoting our great West Midlands venues, connectivity and expertise – we plan to make the maximum impact to provide a springboard for our future. It is an event, which will generate valuable opportunities for towns and cities across our region.

Walsall will seek to build on the town’s status as the home of British Judo by attracting other martial arts governing bodies, while Wolverhampton will aim to add to its rollcall of sporting fixtures, which currently includes boxing, darts and snooker. Solihull’s esports credentials and Sandwell’s state-of-the-art Aquatics Centre will also be on show as our destinations work towards bringing more high-profile sporting events to the region.

The West Midlands’ sporting calendar

To coin a sporting phrase, we have already put points on the board in our efforts to maintain momentum following the 2022 Games and keep the West Midlands in the global sporting spotlight.

We have an enviable platform, on which to build. Our sporting calendar includes the British Basketball League Trophy Finals, the Netball Super League, the All England Open Badminton Championships, Esports and gaming, Horse of the Year Show, World Indoor Athletics, snooker’s Players Championship, European judo and the International Blind Sport Federation (IBSA) World Games. This summer, more than 100,000 fans packed into Edgbaston Stadium for the thrilling first Test of the Ashes.

Looking ahead, the World Trampoline Championships in November, the first Kabaddi World Cup outside Asia in 2025 and the 2026 European Athletics Championships will entice even more sports tourists to enjoy the region’s offer.

If you also include the International Working Group (IWG) World Conference on Women & Sport 2026, and the launch of our £6million major events fund to attract more major events for the West Midlands, then we are already reaping tangible rewards.

The West Midlands is starting to wake up to its massive potential as a major sporting events host. Its distinctive history has already set the pace – from inventing lawn tennis and rugby to the creation of the Football League and forerunner of the modern Olympic Games.

Now, more than a century on, with world-class ‘ready to go’ facilities, multi-billion-pound advances to its infrastructure and a young, diverse population ready to embrace the region’s next big championships, the West Midlands is set to make the cut, step up to the plate and mix it with the established global sporting destination heavyweights.