Eastside Rooms positions itself as Birmingham’s go to team meeting base for the sporting event industry
Eastside Rooms is strengthening its meetings and conference offer to the sporting event industry, providing a flexible and performance focused base for professional teams, touring squads, and sports organisations visiting Birmingham. Designed for collaboration, preparation, and recovery, the venue combines adaptable meeting spaces, discreet operations, and trusted travel partnerships that support teams before, during, and after matchday.
Eastside Rooms has already welcomed a wide range of clubs and organisations, including Nottingham Forest, West Bromwich Albion, Stoke City, FC Salzburg, Middlesbrough, Sheffield Wednesday, and Leicester City. The venue also hosts boxing events and has previously worked with UEFA, building a track record of delivering professional standards for sport.
At the heart of the offer is a simple proposition, Eastside Rooms helps teams arrive, focus, and perform. With multiple rooms and layouts available, squads can run tactical briefings, opposition analysis, coaches meetings, nutrition planning, leadership sessions, and media activity under one roof, all supported by modern AV and a service team experienced in high pressure event delivery.
Built for performance focused collaboration
Whether a club needs a private base for a weekend fixture or a hub for a multi-day programme, Eastside Rooms can be configured to support the full rhythm of a performance environment, including:
- Match preparation and tactics: theatre style briefings, classroom analysis sessions, and smaller breakout rooms for unit meetings
- Video and performance review: screen ready spaces with reliable connectivity, sound, and presentation support
- Medical, physio, and wellbeing set ups: private rooms that can be allocated for treatment, screening, or quiet recovery time
- Sports operations: spaces for kit checks, logistics planning, staff coordination, and secure storage arrangements
- Media and content capture: controlled areas for interviews, social content, and partner activity, subject to requirements
- Team culture and leadership: offsite workshops that keep groups aligned, focused, and together while travelling
The venue’s location also makes it practical for teams working to tight schedules, with straightforward access into Birmingham and the wider region, plus the ability to manage arrivals and departures efficiently.
Stronger travel coordination through trusted partnerships
To support team travel requirements, Eastside Rooms has signed a partnership with Hoteligent and works closely with CL Travel Solutions, helping streamline the planning that sits behind every successful trip. These relationships strengthen operational delivery, from itinerary coordination to rooming requirements and schedule changes, while maintaining the privacy, efficiency, and reliability professional sport expects.
Alongside hosting visiting teams, Eastside Rooms continues to develop its reputation as a venue for sporting events, including boxing, reinforcing its capability across production, crowd management, and event operations. This experience translates directly into a team base environment where timing, discretion, and clear communication are essential.
Tim Sparrow, General Manager at The Eastside Rooms, said: “Teams need more than somewhere to sleep. They need a base that protects focus, supports planning, and gives staff the space to do their jobs properly. Eastside Rooms is built for collaboration, from tactical briefings and analysis through to quieter moments that help players reset. We are proud to have hosted clubs from across the UK and Europe, and we are ready to support more teams visiting Birmingham.”
