North East wants to become UK's official 'Region of Sport' in bid to attract more major events

The North East is bidding to be named as the UK’s first ‘Region of Sport’ in an effort to boost tourist numbers and make people more active.

Officials are hoping to use major sporting events, including the opening match of the Women’s Rugby World Cup in Sunderland next year and Euro 2028 football matches in Newcastle, to drive up grassroots involvement and push the North East’s case to gain the official designation from the Government. The company behind the world famous Great North Run, in which 60,000 people took part this year, has been commissioned by North East mayor Kim McGuinness to drive the project and prove the region’s credentials in improving participation and ensuring major sporting occasions deliver a lasting legacy for their host cities.

If successful, it is hoped that securing ‘Region of Sport’ status would come with greater Government funding and help attract more national and international events to venues like St James’ Park, the Stadium of Light, and Durham’s Riverside cricket ground. While the region attracted 69 million visitors in 2023, it has the lowest spending of any UK region from both domestic and international tourists.

Culture chiefs want to double the size of the North East’s £6.1 billion tourism industry by 2034 and Ms McGuinness is keen to harness the power of sport, something which is a “way of life in our part of the world”, to help do that. She added: “We are home to some of the world's leading sports stars, and our reputation and passion is known across the globe.

"I'm working with ministers at DCMS to make the case for the North East to be designated the UK's first Region of Sport, so we can harness this reputation to create more opportunity, enjoyment and investment for local people – by hosting national and international events which bring millions into local businesses, and opening up access to sport so more people can take part.

"We know that our passion for sport is built from the grassroots. That's why local leaders and I are determined to give everyone the opportunity to get involved, putting forward our devolved cash to make this happen. That way we can maximise the impact of major events we're hosting over the coming years and create a real legacy of opportunity for people here in the North East."

Next week, the North East Combined Authority is expected to sign off £500,000 of funding to help drive community engagement around the opening match of the Women’s Rugby World Cup between England and the USA. That fixture at the Stadium of Light next August has been earmarked as a key test event for the ‘region of sport’ concept, alongside Euro 2028, and the Great Run Company has been brought in to build that case and prove that the North East can lead the UK.

Durham Cricket’s successful bid to establish one of only eight professional women’s teams in the country is also seen as a major opportunity to enhance the North East’s sporting reputation and grow participation at a grassroots level, particularly among women and girls. Coun Amanda Hopgood, leader of Durham County Council, said: “Our region has a long and proud reputation for sporting excellence at all levels. From the hundreds of grassroot clubs that bring people of all ages and abilities together, to the international fixtures at St James’ Park in Newcastle and Durham Cricket’s Seat Unique Riverside Ground – the North East is already leading the way.

“As the UK’s first Region of Sport we can build on what has already been achieved to attract millions more people into the region, boosting the economy and creating and safeguarding jobs. What’s more, we can provide even more opportunities for our residents to watch national and international games and enjoy the many health and social benefits of taking part in sport within their communities.”

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