Sports Impact on Yorks tourist brief

Yorkshire South Tourism has brought in London-based Sports Impact as its first retained agency.

Positioning Yorkshire as a region of sporting excellence, Sports Impact has been briefed to promote a series of high-profile events over the coming year. These include the World Snooker Championships, and the 150th anniversary of Sheffield United, the world's oldest football club.

Sports Impact chief executive John Collard said: ‘The region's infrastructure is very well regarded in the sporting world, but it is not very well known by the man on the street or the media.'

Sheffield boasts the English Institute of Sport complex - comprising badminton, basketball, netball, boxing and judo facilities, a ski village, an Olympic-size swimming pool and ice rink.

Collard leads the brief, reporting to Yorkshire South Tourism chief executive Richard Jones.

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