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Coventry looks to attract major sporting events at SportAccord 2024

19 April 2024
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Coventry has showcased its sporting heritage and world-class venues on the international stage in a bid to bring more major events to the city.

A partnership representing the city exhibited at SportAccord 2024, one of the most influential global sports events, which attracted more than 1,500 delegates from over 100 countries and 125 international federations.

The ‘Sport in Coventry’ partnership included a mix of private and public sector partners, including Destination Coventry, Coventry City Council, Coventry Building Society Arena and the University of Warwick.

SportAccord was held this year at The ICC in Birmingham, and Sport in Coventry worked with West Midlands Growth Company to profile the city and wider region to a domestic and international audience of sporting associations and federations.

Over the last two years, Coventry has hosted Commonwealth Games events, the UK Corporate Games, Arnold Clark Cup, Billie Jean King Cup and International Children’s Games.

Th city welcomes more than 11 million visitors each year, with sport events having a significant impact on the economy.

The International Children’s Games and British Transplant Games brought a combined £6.4 million boost to the Coventry economy.

Claire England, senior destination manager at Destination Coventry, said: “We came to SportAccord to showcase how venues and partners in the city can join forces to deliver high-quality, large-scale sporting events.

“The partnership has achieved that goal. We’ve come away with significant leads and a raft of enquiries to follow up, which we hope will help bring a string of major sporting events to Coventry over the next few years.”

The University of Warwick highlighted its range of facilities and spaces at the event, from its Sports and Wellness Hub to accommodation and conference spaces at Warwick Conferences.

Gail Tomlinson-Short, head of business development at Warwick Conferences, said: “Warwick Conferences is incredibly proud to have been involved at SportAccord.

“This is a globally recognised sporting event that provides an excellent platform for those involved in the business of sport to come together and connect.

“It’s been wonderful to meet so many people who share a passion for sport – we’ve had so many interesting and inspiring conversations with attendees and fellow exhibitors.

“We’re thrilled to have once again been working alongside our esteemed local partners.

“Events like these demonstrate the importance and power of partnership to unlock opportunities and deliver benefit to communities across our region.”

Coventry Building Society Arena spoke with delegates at the event about its history of hosting major national and international sport events, and highlighted its diverse range of multi-use spaces which could be utilised.

Paul Michael, MD of Coventry Building Society Arena, said: “With SportAccord taking place in the West Midlands, we’ve taken full advantage of the opportunity to put Coventry on the map as a destination to host major sporting events.

“Sport in Coventry is a private and public collaboration which has given us a framework and strong foundations to build on the city’s proud sporting heritage.

“The next stage is to capitalise on the leads and fantastic opportunities we’ve gained as a result of SportAccord.”

Cllr Kamran Caan, cabinet member for public health and sport at Coventry City Council, added: “It’s been fantastic to showcase Coventry as a host city for major sporting events at this year’s Sport Accord.

“Events in Coventry are often delivered in partnership to a high standard.

“Exhibiting as a collective and representing a range of venues in the city allowed us to promote the quality of all the venues that the city has available to host such events, as well as marketing Coventry as a destination.

“Following the city’s recent success of hosting high-profile sporting events, we’re confident that our time at Sport Accord will allow us to secure many more over the coming years.”


Born and raised in Berkshire, Dan fell into journalism after completing his bachelor’s degree in English at UCL.

Writing for The Business Magazine and local Biz News sites has given him the opportunity to chat with all manner of small business owners and share their success stories with a wider audience.

Outside of work, Dan enjoys live music, board games and quiz shows, and is making a slow but persistent effort to learn Spanish.

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