Birmingham's Bullring is set to undergo an exciting transformation, offering a unique blend of sport, food, and entertainment. From Olympic broadcasts to all sorts of activities, the city centre is set to evolve. Here's a look at all the details and what people can expect over the coming weeks.
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00:00Birmingham's Ballring is at the forefront of a new initiative aimed at transforming
00:06city centre spices.
00:08Hammerson has announced that Ballring will host one of nine nationwide official Team
00:13GB and Paralympics GB fan zones.
00:16These fan zones will provide a vibrant backdrop for the Paris 2024 Olympics and Paralympics,
00:23broadcasting events on large outdoor screens managed by Ocean Outdoor.
00:28In addition to Olympic events, the area will feature Wimbledon broadcasts and various social
00:33activities, all part of Hammerson's ambitious Summer of Sport programme.
00:39The initiative is more than just sports screenings, it includes appearances by Team GB athletes
00:45and visits from the official Team GB mascot.
00:48Alongside the sporting events, the Ballring will host a variety of social and culinary
00:53experiences local residents and visitors can expect in a array of food pop-ups and
00:58entertainment options.
01:00This significant transformation aims to diversify the use of Ballring beyond a traditional shopping
01:06destination.
01:07Hammerson's strategy is to create multi-use destinations that offer a mix of complementary
01:13social uses ranging from retail and entertainment to culture and art.
01:19By doing so, they hope to increase football, engage new audiences and attract high-profile
01:25international brands.
01:27Previous initiatives at Ballring have already shown promise such as the immersive light
01:31experience Borealis, which boosted football by 9% and the venue's recent transformation
01:38into a light night entertainment spot at the Pride.
01:41Ballring's Summer of Sport programme, which included Wimbledon earlier in the month, to
01:46the Olympics airing until the 11th of August and the Paralympics from the 28th of August
01:51to the 8th of September, promises to be an exciting period right here in Birmingham.