Amina Orfi’s British Open Run Shows Why Major Sporting Events Matter for Birmingham
As thousands of squash fans gathered in Birmingham for the British Open, the remarkable performances of young Egyptian star Amina Orfi reminded us why world-class sporting events are about far more than what happens on court.
The British Open, often described as the “Wimbledon of Squash”, is one of the sport’s most prestigious tournaments and once again brought the world’s elite players to the heart of Birmingham. Hosted at the beautifully adapted Birmingham Rep Theatre in Centenary Square for the fourth year, the event attracted international competitors, media attention, sponsors and visitors from across the globe.
Amina Orfi’s thrilling run to the latter stages of the competition, including her victory over world number two Nour El Sherbini, and then going on to become the youngest womens British Open Champion- demonstrated the quality of sport on display and generated significant international interest in the tournament.
But for Birmingham, the benefits of hosting major sporting events extend well beyond sporting success.
Sport as an Economic Driver
When visitors come to Birmingham for events such as the British Open, they stay in hotels, eat in restaurants, use public transport, shop in local businesses and explore the city. Every ticket sold generates additional spending throughout the local economy.
The British Open is exactly the kind of event that helps sustain Birmingham’s visitor economy. International sporting competitions bring high-spending visitors into the city centre while showcasing Birmingham’s hospitality, cultural attractions and business offer to audiences around the world.
The experience of the Birmingham 2022 Commonwealth Games demonstrates just how powerful this impact can be. Independent evaluation found that the Games contributed approximately £1.2 billion to the UK economy, with almost half of that benefit generated within the West Midlands. The event also supported more than 22,000 full-time equivalent years of employment.
Building Birmingham’s Global Reputation
Cities increasingly compete internationally for investment, talent and tourism. Major sporting events provide a unique opportunity to tell a positive story about a city.
For many viewers around the world, a sporting event is their first introduction to a place. Birmingham’s successful hosting of the Commonwealth Games challenged outdated perceptions and presented a modern, confident and internationally connected city.
The Games attracted more than 1.5 million spectators and a global television audience of over 830 million people. They helped position Birmingham as a city capable of hosting major international events and delivering them successfully.
Events such as the British Open continue that story. Every international broadcast, social media post and visitor experience reinforces Birmingham’s reputation as a destination for business, tourism, culture and sport.
Creating the Conditions for Investment
There is also a direct relationship between successful event hosting and inward investment.
Following the Commonwealth Games under our much missed WMMayor Andy Street, the West Midlands recorded a significant increase in foreign direct investment projects, substantially outpacing national growth rates. Major events provide opportunities to showcase regeneration projects, commercial developments, transport infrastructure and the wider strengths of the regional economy.
Investors look for cities that demonstrate ambition, confidence and organisational capability. Delivering world-class sporting events sends exactly that message. And it shouldnt stop with sports- Harry Styles record breaking 12 days residential in Wembley us looking at bringing almost £1b into London.
A Sporting City with a Bright Future
Birmingham’s sporting credentials continue to grow. Alongside the British Open Squash Championships, the city has hosted the Commonwealth Games, major athletics events, international cricket at Edgbaston, the All England Open Badminton Championships, once again at the Utilita Arena in Birmingham which is the world’s oldest and most prestigious badminton tournament, alongside numerous other national and international competitions.
These events generate economic activity, support jobs, attract visitors and enhance Birmingham’s global profile. They also inspire local young people by bringing world-class athletes to their doorstep.
Watching Amina Orfi compete on one of squash’s biggest stages was a reminder of sport’s power to inspire. For Birmingham, however, the legacy is even broader. Every successful event strengthens our economy, enhances our reputation and demonstrates that Birmingham is a city open for business, investment and opportunity.
That is why attracting and supporting major sporting events should remain a key part of Birmingham’s economic growth strategy. The return is measured not only in ticket sales and hotel bookings, but in confidence, reputation and future investment.
And that is a victory that benefits every resident of our city. Well played!
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