The Sporting Tide Turns

For as long as most of us can remember we have discussed the power of sport in regenerating cities and the urban environment. In parallel, we have also mused regarding the opportunities that #inclusion can drive, both through society and business, with sport leading that charge.

Many believed this was a pipe-dream; an uncommercial and unrealistic hope which had little chance of either succeeding or being monetised. “Put it in the ‘too-hard to do’ box;” “Let’s look at it when we can see a return on investment” were typical responses, but those who believed in the vision were relentless, committed and above all, passionate.

In the last year we have seen the tide turn- and finally we have seen that sport, and in particular inclusive sport, can regenerate and deliver so much benefit and goodwill that it can no longer be ignored. Whether it be the brilliance of the #lionessess at #euro2022 who captured the nation’s hearts with a version of football that everyone can love, or whether it be the success of the England Women’s cricket team, sport has finally started to break down the barriers of sex, class, identity and social background that has held it back for so long.

At the centre of this has been #Birmingham2022- the #commonwealthgames Games. ?When Birmingham was awarded the competition in 2014, many wondered why the City would bother with such an unfashionable and parochial tournament. Commonwealth? Bit elitist, some claimed. But as with most things in life, the idea itself is always subservient to the execution and the delivery of the strategy. And Birmingham has delivered in a way very few thought imaginable, leaving a lasting legacy to its own people, putting a brand of the City on the map that was perhaps a little opaque before- and in doing so, making the area one of the most talked about in the UK.

With the competition for inward interest and investment, the brand of a city is now everything- is it a good place to live? Is it inclusive? Is it green? Does it have public transport? Does it have great communication links? The more ticks you get in the boxes above, the greater the chances of investment, and thereafter, the more the quality of life and economy of the area grows.

WM Mayor Andy Street confided in many that when he took over his first term in 2017, he believed that the brand of Birmingham and the West Midlands was less well defined than that of Manchester or other northern towns. Sure, there was the motor industry, a bit of heavy rock music and a legacy of a long gone industrial revolution, but other than that, did the Brummies understand their brand and what defined their area as well as others? Surveys and consultation confirmed they did not have the clarity of others, but it also uncovered latent behavioural values such as a willingness to socialise, a pride in the heritage industries and a belief that hard work and thrift were the keys to personal success.

In delivering the #CommonwealthGames2022, the City has changed all of that. It has delivered a festival of inclusive, exciting and above all, vibrant sport. The area has rocked with excitement at the flawlessly executed tournament and the visitors have adored the welcoming nature of the West Midland folk.

As a result of the Games, transportation has improved- the city has become greener and leaner, with many modes of transit available. Areas such as Perry Barr, previously underwhelming, underfunded and underdeveloped, have seen a huge injection of development and investment; best of all the stock built for the Games was deliberately designed with future repurposing in mind and to solve some of the accommodation issues that permeate every inner city these days.

Above all, Birmingham has rebranded itself- the City of Fun might be apt- work hard, play hard, socialise hard, might well be its new-found motto as it now once again indisputably reclaims England’s Second City. The Games have been set in a backdrop of inclusion, welcoming and equality- equality in all, save at the winning line of course!

Arcadis had a small part to play; City Executive Simon Marks and his team are long term supporters and deliverers of the wider Birmingham Plan, with both the City and #WMCA as key clients of our business. We delivered schemes across the Games, notably working with Lendlease to deliver the Athlete’s Village and much more. As the embers die down on 12 days of riotous fun, competition and sport, the key now is for #birmingham to kick on, to retain the brilliant legacy that the Games have left and to maintain the brand values that the community has created for itself.

Arcadis will be there to support this vision; our commitment to the City, our understanding of its needs and our commitment to future proofing its infrastructure and its development are without question and the next chapter will be thoroughly compelling, make no mistake about that.

However, for now, pardon us Brummies if we just sit back for one moment, take stock of what has been achieved, and pat ourselves on our back for a job bloody well done. It’s been an amazing achievement.