As England prepares to play Norway in their quarter-final of the FIFA World Cup, Birmingham is preparing to unveil something different.
 
On Saturday 11 July, Art Quarter in Digbeth will launch what is believed to be the UK's first inclusive football and sports fan zone, creating a new type of destination for experiencing major sporting moments. The launch will include the following events:

  • 2pm-5pm - Wimbledon Women’s Final
  • 6pm-9.30pm - South Asian Desi event
  • 10pm - FIFA World Cup Quarter Final: England v Norway

The Art Quarter project, supported by Birmingham City Council, has been built around a simple idea.
 
Football is one of the few things capable of bringing together people from every age, background and walk of life. Yet many of the environments built around major sporting events do not work for everyone.
 
Families, faith communities, non-drinkers, young people and many others often find themselves with limited options when it comes to experiencing major tournaments as part of a wider community atmosphere.


The new fan zone has been designed to change that.
 
Located in the heart of Digbeth, it combines a permanent large-format LED screen, a diverse halal food hall, family-friendly facilities and dedicated prayer facilities within a welcoming environment designed to encourage participation from the widest possible audience.
 
The launch will coincide with England's first World Cup knockout fixture, creating a focal point for supporters at one of the most anticipated moments of the tournament.

 


Football has always been about more than football. At its best, it creates shared experiences, starts conversations and brings people together who might otherwise never meet.

 

We wanted to create a space that genuinely reflects modern Birmingham. Somewhere families feel comfortable, communities feel represented and people can come together around major sporting moments without feeling excluded from the experience.

 

The World Cup gives us the perfect moment to launch it, but the ambition is much bigger than one tournament. We want this to become a permanent home for sport, culture and community in Birmingham.

- Jordan Patel, Founder of Art Quarter


This project is part-funded by the UK Government through the UK Shared Prosperity Fund and supported by Birmingham City Council, whose investment has enabled the installation of a permanent large-format LED screen and the creation of a new community asset in one of the city's fastest-growing creative districts.

 

We’re delighted with England’s progress so far in this World Cup, and wish Thomas Tuchel and his team best of luck as they prepare for their quarter-final against Norway on Saturday.

 

“Major sporting events, like the World Cup, bring people from the city’s diverse communities together in cheering on their teams – and this new Digbeth fan zone will offer a more inclusive experience for people to enjoy a super summer of sport including athletics, tennis, cricket and more.

-  Councillor Deborah Harries, Cabinet Member, Culture at Birmingham City Council


The project reflects a wider commitment to working with partners supporting innovative community-led initiatives that increase participation, encourage city-centre activity and create new opportunities for people to connect through shared experiences.

While the World Cup provides the launch moment, the LED screen provision has been designed as a permanent destination.
 
Future plans include major football tournaments, cricket, boxing, Formula One, community screenings, cultural celebrations and partner-led events throughout the year.
 
Supporters believe the initiative could provide a blueprint for other cities seeking to create more welcoming and accessible spaces around sport and major live events.
 
At a time when many places are searching for practical ways to bring people together, Birmingham is choosing to invest in a different approach.
 
On one of the biggest nights of the World Cup, the city will not simply unveil a new screen.
It will launch a new idea.