City to stage major Badminton event until 2021

By on 26/02/2014 in Deputy Leader, News

BADMINTON England, the National Governing Body for the sport, has chosen the National Indoor Arena (NIA), Birmingham, to host the prestigious Yonex All England Open Badminton Championships from 2014 - 2021.

The Championships – which take place from 4-9 March – are the oldest and most prestigious in the world and one of the five Premier events on the MetLife BWF World Superseries circuit for 2014.

The Yonex All England Open Championships attracts the world's best players and international sports fans from China, India, Malaysia and across Asia and mainland Europe, as well as UK crowds.

BADMINTON England ran a competitive tender and partnership process for the hosting of the Yonex All England, which has been awarded to a partnership between the NIA, parent company the NEC Group and Birmingham City Council.

The NIA, one of the busiest, large-scale indoor arenas in Europe, is undergoing an extensive £26m redevelopment throughout 2014, which will see the venue completely transformed culminating in a re-launch in January 2015.

The modernisation of the NIA takes advantage of its location on the city's canal side with a new waterside front of house atrium with spacious circulation areas and a glass fronted façade; an additional 5,926 m² of pre/post show space within the NIA; iconic Sky Needles on top of the NIA which will light up the skyline of Birmingham at night; new dining and seven-days-a-week retail offers; enhanced seating in the 12,700 (seated) capacity arena, and improved changing and training facilities. The Yonex All England is one of the largest sporting events in the NIA's calendar.

Adrian Christy, Chief Executive, and BADMINTON England said: “We are delighted to announce that the NIA will play host to the Yonex All England. We have held the Championships in Birmingham since 1994 and the NIA is much loved by the world's best players and fans alike.

“We are excited at what the redevelopment of the NIA will mean to our event. Badminton is a huge international sport – the global broadcast reach over the week of the event is over 315 million, generating outstanding exposure for both the venue and the city.

“The wider partnership agreement will see the creation of a lasting legacy for the sport across Birmingham and the formation of new clubs as well as initiatives to promote badminton in schools and workplaces.”

Phil Mead, Managing Director, Arenas, NEC Group, said: “The NIA has a rich history of welcoming sporting events to Birmingham - we opened in 1991 with sports firmly in mind - and it has hosted the Yonex All England Open Badminton Championships for the past 20 years. We are thrilled to be selected to continue this partnership through to 2021; the Yonex All England is one of the highlights of our sporting calendar and BADMINTON England, the players and visitors alike will all benefit from the £26m redevelopment of the NIA from next year's Championships onwards.

“The NIA's redevelopment, part of the NEC Group's Arenas portfolio, is vital in ensuring we continue to attract international and national sporting events to Birmingham in an increasingly competitive global marketplace. This announcement cements our steps in that direction and strengthens even further our relationship with BADMINTON England and the Championships.”

Cllr Ian Ward, Deputy Leader of Birmingham City Council, said: “We have a clear aim to position Birmingham as a leading location for major sporting events, building on our rich and proud history.

“This partnership means that world-class badminton will have a long-term presence in the city. It will hopefully inspire people to get involved with what is an incredibly fun and exciting sport - and will be a big boost for the local economy too.”

ENDS

About BADMINTON England:

BADMINTON England is the National Governing Body for badminton in England, dedicated to promoting the sport of badminton by enabling more people to play badminton and giving those with talent the opportunity to fulfil their potential.
Based at the National Badminton Centre in Milton Keynes, BADMINTON England is also home to the GB Performance Programme, which has the aim of consistently achieving medals at World and Olympic level.
BADMINTON England works hard to be the most knowledgeable badminton resource in this country, focused on increasing opportunities to play across all levels of abilities, running coaching courses, managing and hosting tournaments from county to international standard and working with a range of partners, funders and sponsors to achieve our aims.
As a membership organisation, BADMINTON England provides a variety of benefits and support through a range of levels with all membership revenue being invested back into the sport.  It is important to us that we engage with our fans at all levels of the game and we inspire the nation to play, watch and follow badminton.
BADMINTON England is led by a team of passionate and highly motivated professional staff and volunteers from a wide range of backgrounds, with vast experience from within and outside the world of badminton.
For further media information on BADMINTON England please contact: media@badmintonengland.co.uk

About the NEC Group and NIA:

The NEC Group is all about bringing Live to Lifeâ„¢. The Group is one of the world's top venue management companies, operating the NEC, the ICC, the LG Arena and the NIA.  It also owns a national ticketing agency, The Ticket Factory; hospitality brand, amplify; and an award-winning caterer, Amadeus. In addition,  the Group has launched three businesses that aim to take its expertise further afield; NEC Group International, MemoryHaus and Eight Feet Tall, the latter a specialist agency for the live events industry.
The National Indoor Arena (NIA) is one of the busiest, large scale indoor sporting and entertainment venues in Europe. Since opening in 1991, it has welcomed visitors to over 30 different sports and an extensive variety of entertainment and music. Everything from Oasis, Coldplay, Sir Cliff Richard and Kings of Leon, to Disney on Ice and Cirque du Soleil.
The NIA is currently undertaking a £26m redevelopment, with completion due in winter 2014. All areas of the NIA will be upgraded through  the redevelopment - from front of house through to backstage - providing an enhanced and improved experience for visitors, promoters, artists and the city of Birmingham.
One of the busiest, large-scale indoor arenas in Europe, the NIA was built with sport in mind and has hosted no less than 25 international athletics events as well as the Aviva Grand Prix and World Indoor Athletics Yonex All England Badminton Championships, UCI BMX World Championships, Wheelchair Basketball World Championship, British Indoor Rowing Championships, BBL Cup Final, European Gymnastics Championships and the Trampoline and Tumbling World British Finals.
The multi-purpose arena is as flexible as they come – it can stage concerts, entertainment spectaculars, business conferences and exhibitions.  The adaptable format of the NIA Academy creates a more intimate theatre-style auditorium to accommodate smaller concerts, ballet as well as comedy and theatre.
Sitting in the centre of the city, the NIA is the beating heart of Birmingham and has access to all major transport methods. In addition to three central railway  stations and city centre bus routes, there are also over 2,000 NIA car parking spaces, with additional access to nearby city centre car parks. The architects for the NIA redevelopment are Broadway Malyan. BAM Construction Ltd has been appointed as contractor.

About Birmingham City Council:

Birmingham City Council is the UK's largest local authority, serving over one million citizens. The city has a rich sporting heritage and is home to professional sporting teams including Aston Villa FC (founder members of the Football League), Birmingham City FC and Warwickshire County Cricket Club. The city council notably brokered the deals which saw the Jamaican and US track and field teams train in Birmingham ahead of the London 2012 Olympics. Outside of the capital, Birmingham has also hosted more world, European and national sporting events than any other UK city.

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