Don Valley Stadium events inject £1.5m into local economy

Events for brands including Adidas and McDonalds have helped Don Valley Stadium generate £1.5m for the Sheffield economy, a new study has revealed.

Don Valley Stadium events inject £1.5m into local economy
Don Valley Stadium events inject £1.5m into local economy

The results show events held at the Sheffield International Venues (SIV) facility over the past 12 months attracted more than 125,000 visitors from outside the city.

In addition to film shoots for Adidas and McDonalds, the stadium also welcomed the National Bonsai exhibition, property auctions, and team building, hosting some 200 commercial events between May 2011 and 2012.

At the end of May, the stadium staged the biggest Sheffield half marathon on record with nearly 6,000 runners starting and finishing the race at the venue.

Pat Smith, the stadium’s general manager said: "It has been another great year for Don Valley Stadium. Key to this success has been the adaptability and flexibility of the venue. From national exams to concerts and film shoots to team building, every day is busy with different activities."

As previously reported in Event, this summer Don Valley will host Sheftival, a huge music, games and food festival celebrating the London 2012 Olympics on 4-5 August. It is expected to attract more than 50,000 people.

Smith added: "The stadium was built more than 20 years for athletics but is about so much more than that now. Athletics is just one part of a major annual events programme, which, as the research study shows, is bringing significant economic impact for Sheffield."

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