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Commercial Income Generation Partner Local Services - Events 2013

Sponsorship Proposal
Enterprise at the heart of the councils work

Contents
Executive Summary..........................................................................3 Introduction .....................................................................................3 Sponsorship Opportunities ..............................................................4
Skyride June September...................................................................................................4 Birmingham Carnival - August .............................................................................................5 ArtsFest - September ..........................................................................................................7 EID Mela - September .........................................................................................................9 Fireworks Spectacular - November....................................................................................11 Christmas Parade featuring Christmas Lights Switch On - November ..............................12 Major Sporting Events .......................................................................................................14 There are a number of commercial income generation partner opportunities available for Council owned sports venues, from naming rights to on site branding. Please see additional documentation.

Executive Summary
Birmingham City Council is the largest and one of the most prestigious unitary authorities in Europe. As part of its expansive remit the City Council has dedicated significant, time and resource to the development and facilitation of diverse, high quality and sustainable sport, leisure, arts and cultural activity. Through this long term commitment, the City Council has established itself as one of Europes market leaders in the provision of community activities and major events delivery. The City Council is committed to maintaining and improving current levels of provision and also to developing new activities, which help to engage communities in an active lifestyle, build economic strength and improve the profile and Birminghams visitor experience. To achieve these ambitious plans and to maximise the undoubted potential within Birmingham, the City Council has set out to identify and secure new and diverse partnership funding and support. The following documentation provides a clear brief of what is required from such an organisation.

Introduction
This sponsorship proposal outlines the opportunities for sponsors to become a key stakeholder and official provider of goods and/or services to Birmingham City Councils world renowned events programme. This unique and exciting opportunity will offer significant brand exposure to a diverse audience and stakeholders can experience exclusive benefits and placement opportunities. This proposal gives details and examples of what a partner can expect to receive as official sponsors of this exciting programme. As the regional capital of the West Midlands, Birmingham is the UKs premier city outside of London with a population of one million. It is a cosmopolitan, business and leisure tourism destination with everything you would expect from a major international city. Birmingham is a dynamic, multicultural centre for business, tourism, conferences, and professional services and of course - sport. In recent years there has been a transformation of Birmingham city centre and it is now home to civic squares and fountains, award-winning canal side developments and designer retail outlets. Every year the city stages a huge number of civic, cultural, community, sport and leisure events. Many of these stimulate or provide mass participation, significant visitor numbers to the city or extensive media profile. It is anticipated that Birmingham will secure a value of 10million through publicity and direct spend in the city from the impact of the event programme.

Benefits of Association
Birmingham has a highly impressive track record for staging events. Event attendances reach one million people over a year and media coverage has been valued to be in excess of 5 million, which ensures high national and regional media profile for Birmingham as a diverse, dynamic and cosmopolitan city.

Sponsors of the citys events will benefit from association to high quality events that are safe, family-friendly and have well-established reputations for memorable experiences. For example, the 2011 Christmas market attracted over 5 million guests and 4.3 million for the 2012 market during its 6 week event period. Sponsorship with Council events provides an opportunity for a strong association with Birminghams extremely popular events and attractions. Customer research indicates that events are very well received and bring with them a feel good factor. Sponsors will benefit from this positive association and the significant brand exposure from City Council events. In addition, the public exposure of an activity can be enhanced by sponsorship providing better visitor experiences. Therefore increasing the opportunities for a companys brand, logo and key messages to be communicated wherever possible.

Communication with large market


Our events attract large numbers of visitors from across Birmingham and the region, and beyond. Promotional material is distributed to a large database of people during the year offering excellent opportunities to raise sponsor profile. The Councils events team has a successful track record in delivering popular public events to the highest standards and our in house Marketing and PR Team is dedicated to these events and has developed excellent partnerships with a wide range of media partners. We have an outstanding track record of achieving high levels of editorial coverage. We have a dedicated Electronic Marketing & Communications officer, who looks after the social media accounts of all the event programmes .

Sponsorship Opportunities Skyride


June September This event is in partnership with British Cycling and Birmingham City Council. Skyride is a mass participation 8km event with over 20,000 cyclists enjoying traffic-free, city centre roads for the day. The aim of the day is to encourage cyclists of all ages and abilities to get back on their bikes and ultimately to get more people cycling by 2013. The event is one in a series of up to 14 events taking place across the UK each summer. The sponsorship opportunities for Birmingham Skyride are in conjunction with Sky sponsors of the country wide programme. Taylor made packages are available to suit individual sponsors objectives. Product Benefits: Opportunity for a representative of your company to join the Lord Mayor in the countdown to the start of the event. Product Showcasing On site product sampling Product demonstration through interactive experience Trade stand at the event where appropriate 4

Data Capture and Direct Mail Direct mail opportunities available to BCCs employee database (subject to the Data Protection Act) Data capture opportunities for the sponsor (subject to the Data Protection Act) Inclusion in direct mail (where mutually appropriate) Access to BCC Leisure Card Database (80,000) Social Media Account & QR technology On Site Branding Opportunity for placement of barrier covers & branding round the route. (Cost of production at additional cost to sponsor) Advertising Opportunities Your Company logo to be included in local press advertising / publications in promoting the event Sponsors name and logo will be printed on 120 90x40 roadside poster boards citywide for a minimum of 2 weeks prior to the event Sponsor will be credited on event related pages of the City Council website Hyperlink from your logo on this page, to your companys website Website promotional copy Opportunity for Sponsor to donate consumer products/vouchers for promotional competitions in local press and radio prior to the event and to receive text credits within associated editorial Copy in the councils e-bulletin delivered to over 100,000 email addresses Copy in the Councils FORWARD newspaper delivered to every house in Birmingham

Note: all the above are subject to negotiation with primary sponsors British Cycling and Sky.

Birmingham Carnival
August The streets of Birmingham will come alive with the sounds and colour of the Birmingham Carnival on Sunday 4th August at Handsworth Park. Fifty thousand people are expected to line the parade route and take part in festivities during the day . People will be visiting Carnival from around the Midlands and the whole of the UK. The procession will proceed along Soho Road, Rookery Road, Oxhill Road, Church Lane, Hamstead Road, Villa Road and Soho Road leading into Handsworth Park via Grove Lane Handsworth Park will consist of a stage with entertainment from 12.00 noon 8.30pm, 3 satellite sound systems, 3 beer tents, 70 food and non-food trade stalls, inflatables and quad bikes. The Birmingham carnival promotes the culture of the Caribbean and is the visual demonstration of the strong bond that exists between Birmingham and Jamaica. The carnival is something we can all be proud of and will be great opportunity for businesses to talk directly to potential customers, particularly people from Jamaica and the Caribbean. Product Benefits: Naming Rights Exclusivity Company/product name in event title Right to use the term Official Sponsor 5

Right to use the term Official Supplier Opportunity for a representative of your company to join the Lord Mayor in the countdown to the fireworks display Product Showcasing On site product sampling Product demonstration through interactive experience Trade stand at the event where appropriate Data Capture and Direct Mail Direct mail opportunities available to BCCs employee database (subject to the Data Protection Act) Data capture opportunities for the sponsor (subject to the Data Protection Act) Inclusion in direct mail (where mutually appropriate) Access to BCC Leisure Card Database (80,000) Social Media Account & QR technology On Site Branding Opportunity for placement of up to 30 barrier covers around the park. (Cost of production at additional cost to sponsor) Advertising Opportunities Your Company logo to be included in local press advertising / publications in promoting the event Sponsors logo to appear on A4 posters advertising the event and will be distributed to community venues, such as libraries Sponsors name and logo will be printed on 120 90x40 roadside poster boards citywide for a minimum of 2 weeks prior to the event Sponsor will be credited on event related pages of the City Council website Hyperlink from your logo on this page, to your companys website Website promotional copy Regular compare talk-ups from our media partner during the event, denoting your companies title sponsorship and your companys key messages Opportunity for Sponsor to donate consumer products/vouchers for promotional competitions in local press and radio prior to the event and to receive text credits within associated editorial Copy in the councils e-bulletin delivered to over 100,000 email addresses Copy in the Councils FORWARD newspaper delivered to every house in Birmingham Corporate Hospitality Invitations to hospitality at event Invitations to the event Hospitality packages/tickets to other City events

Event Data
Customer Profile: The following data is an average over 5 years. Over a fifth (21.7%) of attendees were aged under 21. The largest groups in attendance are 3544 year olds. The largest proportion of attendees were from the 20,800-31,199 income bracket (22%), although there was also a high percentage of attendees from higher income brackets (17.5% of attendees were from the 31,200-41,399 bracket and 13.5% were from the 6

52,000 and above bracket). Six in ten (60.0%) were from within the City of Birmingham. There was high representation from Walsall (8%), Coventry (8%) and 34% in total from the other six metropolitan boroughs in the conurbation. The remaining (6%) were from outside the West Midlands. There is a growing increase of attendees from outside the West Midlands.

Cost of Sponsorship Package:


The above can be awarded as the title sponsorship package or as a smaller sponsorship package to be tailored to deliver sponsors objectives.

Title Sponsorship: 20,000 ArtsFest


September ArtsFest now in its 15th year and is the biggest, most popular urban arts festival within Europe. It is also the Europe biggest FREE arts festival, which means there are no admission ticket prices for any of the festival events. Its success has filled Birmingham city centre with hundreds of performances, events and exhibitions and attracted 210,000 people in 2012. The festival utilises all three main squares in Birmingham city centre; Centenary Square, Chamberlain Square and Victoria Square, with a wide variety of programming throughout all days in these locations. The festival includes musicians, dancers, comedians, spoken word artists and many more styles of performing art. The festival also showcases visual artists through art installations, creative workshops and the opportunity for work to be sold. There are numerous indoor venues that are programmed with a wide range of performances throughout the ArtsFest weekend, from public houses, to book shops and from coffee shops to museums. ArtsFest celebrates the West Midland regions astounding wealth of creative talent. It features performances, workshops, exhibitions, installations, across the performing and visual arts genres. It provides artists with the chance to showcase and celebrate their work and to raise their profile with the large numbers of visitors the festival attracts. Visitors get to sample everything from traditional to cutting edge arts and entertainment, all free of charge. Product Benefits: Naming Rights Exclusivity Company/product name in event title Right to use the term Official Sponsor Right to use the term Official Supplier Opportunity for a representative of your company to join the Lord Mayor in the opening ceremony on the main stage Product Showcasing Multi-site product sampling Multi-site product demonstration through interactive experience Multi-site trade stand at the event where appropriate 7

Data Capture and Direct Mail Direct mail opportunities available to BCCs employee database (subject to the Data Protection Act) Data capture opportunities for the sponsor (subject to the Data Protection Act) Inclusion in direct mail (where mutually appropriate) Access to BCC Leisure Card Database (80,000) Social Media Account & QR technology On Site Branding Multi-site opportunity for placement of barrier covers and pop-ups (cost of production at additional cost to sponsor) Video Screen Surrounds (production and installation covered within the overall title sponsorship cost) Branding on the main outdoor stage (The Stage) (production and installation covered within the overall title sponsorship cost) Branding on all other venue stages (25 approx.) (cost of production at additional cost to sponsor) Advertising Opportunities Your Company logo to be included in local press advertising /publications in promoting the event Full page advert in the printed programme and logo under sponsors section 25,000 copies produced and distributed before the event distributed citywide. Sponsors logo to appear on A4 posters advertising the event and will be distributed to community venues, such as libraries Sponsors name and logo will be printed on 120 90x40 city poster boards pasted on sites citywide for a minimum of 2 weeks prior to the event Sponsor will be credited on www.artsfest.org.uk website.(50,000 hits in 2011) Hyperlink from your logo on this page, to your companys website Website promotional copy Regular compare talk-ups from our media partner during the event, denoting your companies title sponsorship and your companys key messages Opportunity for Sponsor to donate consumer products/vouchers for promotional competitions in local press and radio prior to the event and to receive text credits within associated editorial Company logo on all volunteer clothing and information (150 volunteers work on the event) Copy in the councils e-bulletin delivered to over 100,000 email addresses Copy in the Councils FORWARD newspaper delivered to every house in Birmingham Corporate Hospitality Invitations to Hospitality at event Invitations to the event Hospitality packages/tickets to City events

Event Data
Customer Profile Data from Vector Research report for 2011 event. Over a fifth (21.7%) of attendees were aged under 18, a slightly higher proportion compared to 2010 (18.3%), and exactly the same proportion of 60 plus attendees as in 2010 (14.3%). Six in ten (60.0%) were from within the City of Birmingham. There was high representation from 8

Walsall (8%), Solihull (8%) and indeed 34% in total from the other six metropolitan boroughs in the conurbation. The remaining (6%) were from outside the West Midlands.

Cost of Sponsorship Package:


The above can be awarded as the title sponsorship package or as smaller sponsorship Packages to be tailored to deliver sponsors objectives.

Title Sponsorship: 15,000 EID Mela


September Birmingham Eid Mela Organised by the Birmingham City Council in partnership with Muslim Organisations and the Muslim Community in Birmingham to celebrates the diversity of the Muslim Community in Birmingham through its culture, food, sport, art and entertainment. Now in its 13th year in 2013, the festival is bigger and better than ever and there is something for everyone to celebrate. The Birmingham Eid Mela main aim is a celebration to mark the end of Ramadan, the Islamic month of fasting. This free annual event in Cannon Hill Park is truly inclusive open and diverse event, and promises fun for the whole family. The programme includes: Stage performances of Local, National and International artists, funfair rides, a sports area hosting traditional sports activities, including cricket , weightlifting and kabaddi, an Asian bazaar with clothing, jewellery, music and craft stalls and a whole host of catering units selling traditional Asian food. Product Benefits: Naming Rights Exclusivity Company/product name in event title Right to use the term Official Sponsor Right to use the term Official Supplier Opportunity for a representative of your company to join the Lord Mayor in the opening of the event Product Showcasing On site product sampling Product demonstration through interactive experience Trade stand at the event where appropriate Data Capture and Direct Mail Direct mail opportunities available to BCCs employee database (subject to the Data Protection Act) Data capture opportunities for the sponsor (subject to the Data Protection Act) Inclusion in direct mail (where mutually appropriate) Access to BCC Leisure Card Database (80,000) Social Media Account & QR technology On Site Branding Opportunity for placement of up to 30 barrier covers around the park. (Cost of production at additional cost to sponsor) 9

Advertising Opportunities Your Company logo to be included in local press advertising / publications in promoting the event Sponsors name and logo will be printed on the front page and included in the main body of at least 50,000 6pp leaflets distributed citywide Sponsors logo to appear on A4 posters advertising the event and will be distributed to community venues, such as libraries Sponsors name and logo will be printed on 120 90x40 roadside poster boards citywide for a minimum of 2 weeks prior to the event Sponsor will be credited on event related pages of the City Council website Hyperlink from your logo on this page, to your companys website Website promotional copy Regular compare talk-ups from our media partner during the event, denoting your companies title sponsorship and your companys key messages Opportunity for Sponsor to donate consumer products/vouchers for promotional competitions in local press and radio prior to the event and to receive text credits within associated editorial Copy in the councils e-bulletin delivered to over 100,000 email addresses Copy in the Councils FORWARD newspaper delivered to every house in Birmingham Corporate Hospitality Invitations to hospitality at event Invitations to the event Hospitality packages/tickets to other City events

Event Data
Customer Profile: 30,000 visitors from across the region

Cost of Sponsorship Package:


The above can be awarded as the title sponsorship package or as a smaller sponsorship package to be tailored to deliver sponsors objectives.

Title Sponsorship: 25,000 Fireworks Spectacular


November Birmingham has a long track record of staging family-friendly fireworks events to the highest safety standards, regularly attracting over 20,00 spectators. The Citys free November fireworks event provides a prime spectacular pyrotechnics show fit for the 21st Century. This popular event has been staged in Pype Hayes Park since 1961 and is one of the most popular annual Birmingham events. The visitors car park at the Fort Shopping Centre nearby provides an opportunity for extensive exposure. Product Benefits: Naming Rights Exclusivity Company/product name in event title Right to use the term Official Sponsor

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Right to use the term Official Supplier Opportunity for a representative of your company to join the Lord Mayor in the countdown to the fireworks display Product Showcasing On site product sampling Product demonstration through interactive experience Trade stand at the event where appropriate Data Capture and Direct Mail Direct mail opportunities available to BCCs employee database (subject to the Data Protection Act) Data capture opportunities for the sponsor (subject to the Data Protection Act) Inclusion in direct mail (where mutually appropriate) Access to BCC Leisure Card Database (80,000) Social Media Account & QR technology On Site Branding Opportunity for placement of up to 30 barrier covers around the park. (Cost of production at additional cost to sponsor) Branding at Fort Shopping Centre Opportunity to place up to 6 branded banners at the Fort Shopping Centre, which connects the Park and Ride operation for the event (Cost of production at additional cost to Sponsor) Advertising Opportunities Your Company logo to be included in local press advertising / publications in promoting the event Sponsors name and logo will be printed on the front page and included in the main body of at least 50,000 6pp leaflets distributed citywide Sponsors logo to appear on A4 posters advertising the event and will be distributed to community venues, such as libraries Sponsors name and logo will be printed on 120 90x40 roadside poster boards citywide for a minimum of 2 weeks prior to the event Sponsor will be credited on event related pages of the City Council website Hyperlink from your logo on this page, to your companys website Website promotional copy Regular compare talk-ups from our media partner during the event, denoting your companies title sponsorship and your companys key messages Opportunity for Sponsor to donate consumer products/vouchers for promotional competitions in local press and radio prior to the event and to receive text credits within associated editorial Copy in the councils e-bulletin delivered to over 100,000 email addresses Copy in the Councils FORWARD newspaper delivered to every house in Birmingham Corporate Hospitality Invitations to hospitality at event Invitations to the event Hospitality packages/tickets to other City events

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Event Data
Customer Profile: The following data is an average over 5 years. The largest group in attendance are 35-44 year olds. There are a very high proportion of young children under 10 years. The largest proportion of attendees were from the 20,800-31,199 income bracket (22%), although there was also a high percentage of attendees from higher income brackets (17.5% of attendees were from the 31,200-41,399 bracket and 13.5% were from the 52,000 and above bracket). The majority of attendees were from Birmingham, however there some visitors attend from outside the City. There is a growing increase of attendees from outside the West Midlands.

Cost of Sponsorship Package:


The above can be awarded as the title sponsorship package or as a smaller sponsorship package to be tailored to deliver sponsors objectives.

Title Sponsorship: 15,000 Christmas Parade featuring Christmas Lights Switch On


November The Christmas spirit starts each year with this event and it is probably the most significant family-friendly annual event within our events calendar with over 40,000 attending. This is truly a family event with all the excitement you would expect from the imagination of young children. Leaving from Victoria Square, the Christmas Parade is synchronised with the grand switch-on of Christmas decorations across Birmingham city centre. The route makes its way through the heart of city centre via Colmore Row, Temple Row West, Temple Row, Bull Street, High Street and New Street before finishing in Victoria Square. Each year the Christmas Parade has a specific theme but it is always crammed full of seasonal characters, from Snowmen, Jack Frosts, and stilt walking Christmas trees to roller skating puddings, baubles and Christmas crackers, all on hand to meet and greet the crowd after the parade. Leading the first of a number of floats is a traditional nativity scene, closely followed by real camels carrying the three wise men. New for 2012 were decorated floats showcasing the Twelve Days of Christmas in all there entirety. This is a new addition and will give the commercial opportunity for sponsors to have a float in the parade to showcase products. It will also give local theatres a chance to highlight their Christmas production. For a closer look at the animals involved in the parade, families can visit the reindeer, camels and donkey pens situated in Chamberlain Square before and after the parade. Product Benefits: Naming Rights Exclusivity Company/product name in event title Right to use the term Official Sponsor Right to use the term Official Supplier Opportunity for a representative of your company to join the Lord Mayor in the countdown to the start of the parade Floats in the parade 12

Data Capture and Direct Mail Direct mail opportunities available to BCCs employee database (subject to the Data Protection Act) Data capture opportunities for the sponsor (subject to the Data Protection Act) Inclusion in direct mail (where mutually appropriate) Access to BCC Leisure Card Database (80,000) Social Media Account & QR technology On Site Branding Opportunity for placement of barrier covers & branding round the route. (Cost of production at additional cost to sponsor) Advertising Opportunities Your company logo to be included in local press advertising /publications in promoting the event Sponsors logo to appear on A4 posters advertising the event and will be distributed to community venues, such as libraries Sponsor will be credited on event related pages of the City Council Website Hyperlink from your logo on this page, to your companys website Website promotional copy Regular compare talk-ups from our Media Partner during the event, denoting your companies title sponsorship and your companys key messages Opportunity for sponsor to donate consumer products/vouchers for promotional competitions in local press and radio prior to the event and to receive text credits within associated editorial Customised floats in the parade Copy in the councils e-bulletin delivered to over 100,000 email addresses Copy in the Councils FORWARD newspaper delivered to every house in Birmingham Corporate Hospitality Invitations to Hospitality at event Hospitality packages/tickets to City events Customer Profile: As this event has under gone a transformation of content in the last few years, we do not have detailed customer profile data. Majority are families with a large percentage of children under 16years.

Cost of Sponsorship Package:


The above can be awarded as the title sponsorship package or as smaller sponsorship packages to be tailored to deliver sponsors objectives. Individual floats can be entered at a cost.

Title Sponsorship: 10,000

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Major Sporting Events


Birmingham is also a city which is passionate about sport. The city is an International City of Sport, a European City of Sport for All, has some of the finest sports facilities in Britain and has staged more International sports events than any other UK city. The city has hosted world sporting events such as : World Indoor Athletics European Indoor Athletics World Half Marathon Championships, European Gymnastics Championships World Wheelchair Basketball Championships World Trampoline and Tumbling Championships World BMX Championships Olympic Training Camps for the Jamaican and the USA track and field team

There are three levels of sponsorship available for businesses to become involved in major sporting events to promote their services/products. They are :

1. International Sponsor
Major governing bodies such as the International Association of Athletics Federation (IAAF), European Athletic Association (EAA) and Federation Internationale Gymnastique (FIG) offer a sponsorship package for companies to have promotional rights at a series of events over say a 3 year period organised by the International Governing Body, e.g. IAAF World Series of Athletics. Large multi-national companies like Coca Cola, Epson, Seiko, Longines, and Car Companies usually take these opportunities. It is normal for an International Governing Body to employ its own marketing organisation to sell such sponsorship opportunities. Birmingham City Council can broker sponsorships with International Governing Bodies. Rights for the company include: 2/3 advertising boards in prime locations Right to use official title of International Supplier/Sponsor for the event Invitations to hospitality dinners Access to hospitality packages for entertaining Corporate Clients Advertising on all major promotional material and media back drops etc Full page advertisement in programme and logo on composite page Limited free tickets to events for Corporate Chairs and access to hospitality packages Right to use brand of event on all their advertising e.g. Patron of World Indoor Championships etc Web site links Trade stand site Car parking passes Use of event transport

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The packages tend to be relatively expensive and the proceeds go to the Governing Body. The Local Organsioning Committee benefits from Value In Kind for any product supplies by the Sponsor e.g. computers, timing equipment, drinks for competitors etc.

2. National Sponsor/Supplier
There are usually recruited by the Local Organising Committee and relate to a single event rather than a series. Companies tend to relate to the domestic/local market and the sponsorship package can be either in cash or goods and services supplied or a combination of both. A typical package would cost in the range of 15k to 40k, depending on the size/length of the event and critically the level of live TV coverage. In return the companies receive the following rights: Up to 2 Advertising Boards in the venue (less as prime TV site than International Sponsors) Advertising on all major promotional leaflets, programmes, building, posters (2/3 of size of International Sponsor) Limited free tickets to corporate Dinners at events Access to hospitality packages for entertaining Corporate Clients Ability to host a dinner and host a small introductory welcome at a reception Right to use official title of National Supplier/Sponsor for the event

3. Local Sponsor/Supplier
These are aimed at local suppliers or companies based in the WM Region and the cost tends to be less than the National Sponsor package. Typical rights include: Limited free tickets to events for corporate clients Access to hospitality packages for entertaining Acknowledgement of support in official programmes Right to use official title of Local Supplier/Sponsor Ability to purchase advertising on main arterial routes pennants/flags on lampposts, banners of key buildings in the City Centre e.g. Central Library Host a dinner/function associated with event Right to organise promotional activities associated with the event Displays/Trade stands at the arena (Concourse Area) Goods/Services supplied can typically be clothing supplied e.g. House of Fraser Vehicles/transportation Photocopiers Furniture and equipment The above are subject to Birmingham being successful in biding to host the rights to stage major sporting events.

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Contact Details
For more information please contact: Garry Peal Business Development Manager, Birmingham Sport & Events Back Straight Stand Alexander Stadium Walsall Road Birmingham B42 2LR Tel: 0121 675 2799 Mobile: 07766925323 Email: garry.peal@birmingham.gov.uk