The SportAccord World Sport & Business Summit 2024, held in Birmingham in April, brought together over 1,700 delegates from more than 65 countries, making a substantial and positive impact on the region.
A detailed assessment by Quantum Consultancy has highlighted the Summit’s remarkable contribution to the local economy and its long-term benefits for Birmingham and the West Midlands.
High visibility and global presence
SportAccord 2024 brought the international sporting community to Birmingham, including Presidents and General Secretaries from over 120 International Federations, the IOC President, Thomas Bach and decision makers from across the world of sport.
The decision-makers and speakers at SportAccord 2024 captured global attention. The event’s media coverage was extensive, with over 130 articles published across various outlets, with a combined potential reach of 1.47 billion. Additionally, broadcast content was distributed to74 broadcast media outlets in 107 broadcast territories.
Economic boost for the region, long-term value and future opportunities
SportAccord 2024 generated a direct event-time economic impact of £2.71 million ($3.4 million) for Birmingham and the West Midlands. The summit also established a strong pipeline of future opportunities. The West Midlands Growth Company (WMGC) built over 140 new relationships securing 200 new event-hosting opportunities estimated to be worth over £250 million.
Neil Rami, Chief Executive of the WMGC, highlighted the Summit’s strategic success, saying: “SportAccord has been a triumph for the West Midlands – this is about return on influence for us, as well as return on investment. We brought world leaders of sport together in Birmingham to enhance our reputation across the global sports industry and forge crucial relationships with sporting federations.”
Networking and relationship-building
The summit served as a critical networking hub, with 77% of delegates expecting to forge new business relationships from contacts made during the event. The atmosphere cultivated allowed decision makers to engage in meaningful dialogues, share insights, and collaborate. Networking was integral to every facet of the event — from conversations in the exhibition area to interactions at the VIP official dinner and the After Hours Bar. Participants were encouraged to build relationships that extend beyond the event itself, solidifying SportAccord’s reputation as the premier platform for developing enduring partnerships in the sports industry.
Joel Lavery, Strategic Lead of Major Sporting Events at WMGC, noted: “One big takeaway is definitely the importance of people and relationships. Sport is built on people, on a family of organisations that looks after sport and protects it for future generations. The West Midlands is at the heart of sport in the UK, and we created an environment where people could reconnect, socialise, and network with their colleagues and friends across the sport ecosystem.”
Top marks from delegates
SportAccord 2024 received outstanding feedback, achieving an overall satisfaction score of 9 out of 10 from attendees. More than 90% of delegates rated the event venue location highly, praising the quality of the exhibition area, as well as the excellent organisation and its facilities.
Martin Gibbs, Managing Director of SportAccord, welcomed the findings of the external report, affirming the successful results of SportAccord 2024: “Our collaboration with Birmingham and the West Midlands delivered a truly memorable SportAccord 2024 and it’s great to see the meaningful outcomes highlighted in this report.”
Read the full report on SportAccord 2024 here.
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