The NEC has appointed Big Cat Group to handle a six month contract to help organise its events.
The contact will see Big Cat tasked with assisting NEC to source and deliver events for the venue.
Nick Morgan, CEO of Big Cat Group said: “This is a great opportunity to further improve Birmingham’s significance as an international entertainment destination. In recent years we have seen millions of tourists flood to the city to witness shows such as X-Factor, Britain’s Got Talent, Batman Live, Cirque de Soleil and many more.
“Our role in this new venture will be to source global content and bring it to Birmingham. With the advancements in digital technology, theatre production and visual arts the possibilities for the city are endless.”
Chris Hartley, business development director at the NEC said: “We’re delighted to be teaming up with Big Cat. We know the entertainment events market place is an area of real opportunity for us and now with Big Cat’s experience and knowledge in this sector, we can actively target it.