Creative growth plan approved as grassroots sport agreement signed in West Yorkshire

An ambitious multibillion-pound action plan to supercharge West Yorkshire’s creative industries has been approved by regional leaders today (18 September) at a meeting of the Combined Authority in Leeds. 

In addition, Mayor Brabin has signed an agreement to boost access to grassroots sport and physical activity with Sport England.

The two major milestones for health and opportunity in West Yorkshire cement the Mayor’s commitment to championing and investing in culture, heritage and sport, as a way of growing the economy and putting jobs, opportunity and hope at the heart of the region's future.

Tracy Brabin, Mayor of West Yorkshire, said:

“This is a great moment for West Yorkshire. With record investment in our creative industries and grassroots sport, we’ll build happier communities and boost jobs and growth.

“This bold new culture plan, combined with our flagship agreement with Sport England, will help more of our young people to live healthier lives, pursue creative careers, and contribute to a stronger, brighter West Yorkshire.”

Regional leaders approved the first-ever Creative Industries Cluster Action Plan for West Yorkshire at today’s full meeting of the Combined Authority.

It sets out a bold vision to grow the region’s creative economy from £2.2 billion to £4.1 billion by 2035, by backing freelancers and creative businesses, creating happier, more vibrant communities, and putting more money in people’s pockets. It outlines how 50,000 new jobs will be created in sectors such as fashion, textiles, music, screen and games, with actions to unlock affordable workspaces and improve access to skills training and finance.

The new plan highlights Mayor Brabin’s role in shaping the national Creative Industries Sector Plan and aligns with One Creative North - a collaboration of Northern Mayors, Arts Council England, Creative PEC, Public Service Broadcasters and other partners. With 70% of the UK’s creative industries concentrated in London and the South East, One Creative North aims to nurture, sustain, retain and champion local talent, and add £10bn to the North’s economy by 2035.

It follows West Yorkshire being named as one of six national “priority places” for the creative industries between 2026 and 2029, with a share of £150 million to be received. This government funding will help to accelerate new initiatives, grow existing programmes, attract private investment and create space for new ideas.

The adoption of the cluster plan comes as the Mayor signs a Memorandum of Understanding with Simon Hayes, the new Chief Executive of Sport England, to boost grassroots sport, physical activity, and the health of people across the region.

The agreement sets out a shared ambition to embed physical activity into everyday life, making it easier for everyone, regardless of income or background, to get active and stay healthy. It will help schools integrate daily activity into learning, support local sports clubs to engage more young people, and back community projects that bring people together through sport.

In West Yorkshire, 33.8% of people in the most deprived areas are physically inactive - compared to 21% in the least deprived - highlighting a clear need to tackle inequality. With active lifestyles proven to reduce pressure on the NHS, the agreement will support healthier communities and level the playing field.

It will also help to boost the sport and physical activity sector, which already contributes nearly £840 million to the West Yorkshire economy, supporting 78,000 jobs.

Simon Hayes, Chief Executive, Sport England, said:

“The MoU with West Yorkshire Combined Authority marks a vital step in embedding physical activity into the heart of local policy and investment.

“Alongside Mayor Tracy Brabin and her team, we’re proud to be supporting the region’s bold ambitions to get people active, reducing pressure on the NHS, boosting the economy and creating happier and healthier communities.”

Lisa Dodd-Mayne, Executive Director for Place, Sport England, said:

“West Yorkshire is already showing what’s possible when local leadership, community insight and system change come together.

“This MoU is about taking the next step to deepen those relationships, building on what is strong through adding a regional lens and working as one team to create the right conditions for more people to be active, regardless of background or postcode.”