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Birmingham 2021 marks 500-day countdown with new sponsors

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World Games 2021 Birmingham has signed up two new sponsors for next year’s edition of the multi-sport event in the US city, along with handing out the first major contract awarded through the World of Opportunity supplier diversity program.

The announcements were made yesterday (Monday) as the Alabama city marked the 500-day countdown to the Games. Fitness equipment manufacturer Icon Health has become a new foundation partner.

Through the deal, Icon will serve as presenting sponsor of the World Games 2021 Sports Garden which will feature sports exhibitions, athlete interactions, and hands-on educational activities. All of these experiences will be open to the public at the World Games Plaza, and will focus on promoting healthy lifestyles, encouraging personal fitness goals and allowing spectators to take a look into the daily life of an athlete who competes in the Games.

Icon Health will also develop a Healthy Eating, Active Living (H.E.A.L.) campaign for the state of Alabama, in conjunction with World Games 2021 activities.

As a premier partner, Medical Properties Trust, a Birmingham-based company that invests in hospitals around the world, will become the presenting sponsor of the Games’ Children’s Program.

The program will focus on the youth experience at the Games, which includes the World Games Plaza’s Kids’ Zone as well as children’s programming throughout the 10-day event. The company will also provide free admission to the Games for children 12 and under with a ticketed adult and will facilitate daily athlete appearances at the Children’s of Alabama hospital.

“Each one of our partners plays a vital role in helping us achieve the goals we’ve set for the World Games 2021,” Nick Sellers, chief executive of the World Games 2021 Birmingham, said. “By partnering together, we are ensuring that this once-in-a-lifetime event will be truly unforgettable for our city.

“The investment these companies have made in both the 2021 Games and the Birmingham community will resonate long after the closing ceremony – we look forward to working together to achieve the best athlete, fan and visitor experience possible over the next 500 days.”

In addition to the partner announcements, Birmingham-based LRY Media Group has been appointed to manage production of the Games’ opening and closing ceremonies, as well as the World Games Plaza.

The World Games 2021 Birmingham will take place from July 15-25, with organisers projecting that it will generate an estimated $256m (€230.4m) in economic impact for the city. To date, Alabama Power, Blue Cross and Blue Shield of Alabama, Protective Life, Regions Bank, Shipt and Dai-ichi Life have also signed up to the sponsorship program.