How hosting Euros 2028 at Villa Park could provide huge boost for city

Villa Park earlier this year when Aston Villa played AFC Ajax
-Credit: (Image: Michael Regan/Getty Images)


Hosting the Euros in 2028 could enhance Birmingham’s status as a city of culture and provide a huge financial boost, a new report has said. The tournament is set to take place at several stadiums across the United Kingdom and Republic of Ireland in four years' time, with Villa Park being one of the proposed venues.

A recently-published report by Birmingham City Council (BCC), which was recently engulfed by a financial crisis, offers a glimpse of the benefits Brum could expect as a host city. “Hosting EURO28 enhances Birmingham’s status as a city of culture, sports, and events by increasing the number of sporting and major events at our landmark venues,” it said.

It continued that Birmingham would have a share of the 51 tournament matches, which could reach an audience of billions of people across the tournament. "50 per cent of tournament spectators are expected to come from outside the UK and Ireland,” the report said.

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“Birmingham can expect over £100 million of event-time Gross Value Added to be realised in economic benefit as a result of the event". It went on to state a football village would focus on fan engagement, interactive activities for young people and the integration of the tournament partners.

“To encourage citizens of all abilities and ages to engage in physical activity, the FA will help deliver a comprehensive social impact programme across all host cities which will increase engagement and participation in football at grassroots level and promote healthy lifestyles,” the report continued. “We will also look to use the tournament as a catalyst for the development and promotion of apprenticeships, volunteering, and leadership opportunities to enhance the skills of our workforce and communities.”

Over the summer, an officer from the city council’s events team flew to Germany, this year's host country, to attend a UEFA ‘Future Organisers Programme’. The purpose of the trip, according to the report on overseas travel, was to understand the requirements of hosting the 2028 tournament, as well as the challenges, opportunities and learning points.

“This information gathered is essential to ensure successful planning and delivery for BCC as a host city for the UEFA EURO 2028,” it said. "There is an expectation the host city meets with the governing body and takes the learnings forward into our event.

Birmingham City Council House in Victoria Square
Birmingham City Council House in Victoria Square -Credit:Alexander Brock

“If not attended it would impact negatively on our commitment to host a successful event". Accommodation costs during the trip were covered by UEFA.

Birmingham could host a number of major sporting events in the coming years - the European Athletics Championships (2026), the Invictus Games (2027) and the Euros (2028).

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