Pictured above: (l-r) Former 5,000m world record holder David Moorcroft with UK Trade & Investment international trade adviser Peter Williams. 

Coventry-based athlete and businessman David Moorcroft has urged West Midlands firms to make the most of business opportunities from international sporting events.

The former 5,000m world record holder and former chief executive of UK Athletics, who is now working in the field of sports consultancy, was the keynote speaker at a free UK Trade & Investment event yesterday (Wednesday 23 September) at Lilleshall National Sports Centre, Shropshire.

More than 90 companies from the area attended the event, "Brazil and Mexico: Discover the opportunities for your business".

David Moorcroft said: "Major sporting events like the Olympics are far more than just sport - they're also about culture, education, tourism and business opportunities. 

"In the current economic climate, companies need to look beyond what they've previously done or areas of business they've previously engaged with. Sporting events offer that ability to be more creative.

"Brazil has the World Cup coming up in 2014 and is one of the favourites to host the Olympic Games in 2016.

"Both Brazil and Mexico have huge business potential and will be looking around the world for the support to deliver the excellence they require."

Shropshire international trade adviser Peter Williams, who is UK Trade & Investment's regional champion for Brazil, said: "These are exciting markets which offer a wealth of opportunities for West Midlands firms in many sectors including aerospace, automotive, oil and gas, environment, healthcare, and food and drink, as well as infrastructure projects for the 2014 FIFA World Cup.

"We are hosting market visits to Mexico in January next year and Brazil in March and strongly urge companies to take up these opportunities to expand on the knowledge gained from David's inspirational talk."