A new strategy has been proposed to attract high-profile events to Sheffield, aiming to boost the city’s economy, celebrate diversity, and enhance the city’s reputation as a premier destination for major events.

The proposed plan aims to help decision-makers select the best events for Sheffield. Sheffield City Council aims to focus on events with positive economic and community benefits, ensuring inclusivity and diversity.

Esther Britten, Deputy Director and Head of Events at UK Sport, said: “Sheffield has been a supportive partner and host to UK Sport-funded major events over the last decade.

“Their commitment to not only staging the very best events but also maximising their impact on the local community has enhanced the city’s reputation throughout the UK as a recognised host of the very best major international sporting events; we see them as a key host city looking into the future.”

The plan will identify opportunities across sports, business, and culture to find events that align with the city’s goals.

The city has had a successful track record of attracting high-profile events like the Women’s Euros 2022, the Rugby League World Cup, the 2024 MOBO awards, and the third leg of the Tour of Britain. It also has a thriving local festival scene, including DocFest, Tramlines, Off the Shelf, and No Bounds. The city also recently launched the Crossed Wires podcast festival earlier this year.

The strategy aims to create a framework for selecting events that benefit local people, businesses, and the economy. If approved, a new plan will be developed to set clear goals and transform Sheffield into a premier destination for diverse events.

Councillor Martin Smith, Chair of the Economic Development and Skills Committee at Sheffield City Council, said: “Events are big business, not just in Sheffield but across the UK.

“Not only is the economic impact of events significant for the city, but events help us build our reputation and allow others to see and experience Sheffield on a different scale. 

“Events bring people together as they celebrate our diversity and all of our local communities, helping to make Sheffield the vibrant place it is to live in and visit. 

The Economic Development and Skills Committee will consider proposals for the Major Events Plan on Thursday, October 31. The webcast can be viewed here at 10 am on the day of the full committee meeting.

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