Rushcliffe Borough Council is planning to take a step forward in strengthening its identity as the ‘Home of Sport’ with the proposed adoption of a new collaborative Charter aimed at boosting tourism, economic growth and community wellbeing.
At an upcoming Council meeting scheduled for Thursday, 18 September 2025, members will be asked to approve the draft ‘Rushcliffe: Together in Sport Charter’, a formal partnership initiative developed in co-ordination with some of the region’s most influential sporting institutions.
The proposed Charter reflects months of behind-the-scenes collaboration between the Council and major sporting stakeholders, including Nottingham Forest Football Club, Trent Bridge Cricket Ground, Holme Pierrepont National Water Sports Centre, and Nottingham Rugby.
All parties have agreed in principle to a set of shared objectives and commitments that would:
Promote Rushcliffe as a top-tier sports tourism destination
Strengthen collaboration between clubs and local government
Elevate the visitor experience through coordinated planning
Embrace inclusivity and wellbeing through grassroots sport
Deliver wider economic growth and regional pride
If approved, the final details of the Charter will be confirmed by the Director of Development and Economic Growth on behalf of the Council.
Drone image Holme Pierrepont
The first phase of the Charter outlines two priority actions:
Creating a new brand identity for the partnership, helping market Rushcliffe: Home of Sport at local, national and international levels.
Introducing a shared events calendar to align the activities of the different sporting organisations and enhance cross-promotion and visitor experience.
The Council is also looking to expand the Charter’s reach by inviting more sporting groups across Nottingham and Nottinghamshire to take part. It is expected that further support will be sought from the East Midlands Mayor and other regional tourism initiatives, with the goal of embedding the Charter within the broader Destination Management Plan for the county.
Sport already plays a central role in Rushcliffe’s cultural and economic life, with international events such as Test Matches at Trent Bridge and football at Nottingham Forest regularly drawing thousands of visitors to the borough.
The Charter aims to build on this by enhancing the coordination between clubs, businesses and the Council—ensuring a joined-up approach that benefits residents, boosts local enterprise, and cements Rushcliffe’s reputation as a hub for elite and grassroots sport alike.
According to the report submitted ahead of the 18 September meeting, the Charter presents no financial, legal, or community safety risks to the Council. It is not legally binding and does not carry direct costs—making it a low-risk initiative with potentially high returns in terms of footfall, brand recognition, and civic pride.
Crucially, the initiative aligns with key Council priorities, including:
Sustainable Growth – by maximising the economic benefits of large-scale sporting events
Quality of Life – by enhancing community identity and recreational opportunities
Place Marketing – by elevating Rushcliffe’s profile across the UK and beyond
If approved, the Rushcliffe: Together in Sport Charter would represent one of the first formalised sport-tourism collaborations of its kind in the East Midlands—potentially offering a model for other local authorities seeking to revitalise their visitor economies through strategic partnerships.
