In February 2026, the Centre for the New Midlands brought more than 250 leaders together from sport, business, infrastructure and public policy at Edgbaston Stadium for Connections for Prosperity: Beyond the Sport.
The question then was one of opportunity. Could the Midlands use its sporting assets – its clubs, stadiums, events, facilities and sporting heritage, as catalysts for a new generation of regeneration, investment, jobs, skills and growth?
The answer was clear: the opportunity is significant.
One year on, what has changed? What are the key emerging themes in 2027? Have we seen the benefits of sports led regeneration across the region? What new developments are emerging to enhance the region’s sporting infrastructure? Are we on track to deliver the benefits we spoke of in 2026? These are the questions at the heart of Beyond the Sport 2027.
We have two sponsorship opportunities available for you and your organisation to align your brand to this key event for the Midlands region.
Flagship projects—such as the major regeneration work taking place at Aston Villa FC, the creation of Birmingham’s new Sports Quarter, the expansion of elite training facilities, and the growth of community sports hubs—are reshaping our urban landscapes and creating new economic opportunities. Our hosts at Edgbaston Stadium are currently in the 3rd phase of their masterplan, with a £45 million stadium redevelopment and 146 bed hotel due for completion in Spring 2027.
This conference will explore how sport is much more than a game—how it can revitalise neighbourhoods, boost skills and employment, attract inward investment, and foster civic pride. This conference will focus on what the region could and should be doing to make sure it capitalises on the huge opportunities presented through the rise of sports regeneration across the West Midlands.
Bringing together sports leaders, urban planners, investors, policymakers, community organisations, and academics, this event will showcase the West Midlands as a living laboratory for sport-led regeneration. Make sure you join us for the day!
