The North-East has always had a strong passion for sport, and culture10 promises to bring a whole host of exciting sporting events to the region. With a Premiership football team, and a wealth of famous sports personalities past and present, the North-East has a long and successful sporting history. According to Judith Rasmussen, regional director of Sport England, North-East, sport is a way of educating people as well as breaking down social barriers. "Sport is extremely important to our region, and this plays a significant part in cultural activities," she said. "Through sport, we can challenge the definitions of what culture is. There is a common perception with some people that culture is inaccessible to them, however sport can bridge these gaps. "We are continually trying to raise the profile and image of the region. Big events, especially big sporting events, provide us with the opportunity of showcasing the region. People from all over the world visit the North-East for events like the Great North Run, and when they see what the region has to offer, hopefully they will want to return. "This week saw the launch of the regional plan for sport and physical activity. Our aim is to increase participation to ensure that the North-East is an active and successful sporting region." During Hotbed 2004, you can show your support for sport through the huge range of activities planned for both young and old. Images of Newcastle/Gateshead will be broadcast throughout the world as the Norwich Union British Grand Prix kicks off a summer of world-class sport in the region. The event, at Gateshead International Stadium on June 27, will feature a host of international sporting stars such as Paula Radcliffe, Denise Lewis, Kim Collins and Christian Olsson. Part of culture10, the Grand Prix is one of the top 15 meetings in the world this year. More than 10,000 people are expected to turn up at the event. The BBC will feature live coverage and broadcast images of the region all over the world. It is expected that an extra 200,000 people will visit the region this year, generating £60m for the local economy. Neil Rami, chief executive at Newcastle/Gateshead Initiative, said: "The North-East has a strong sporting tradition and is home to some of the biggest names in sport. "The Norwich Union athletics will give a huge boost to the recently launched Hotbed 2004 programme and will add to the impressive sporting events we already have lined up for the summer." John McElroy, cabinet member for culture at Gateshead council, said: "In an Olympic year, this event once again reaffirms our status as an international venue offering local people the opportunity to be inspired by world-class sport right here on their own doorsteps." An international festival of world-class football comes to NewcastleGateshead this summer, supported by the culture10 programme. The NewcastleGateshead Cup will see top European football clubs - Feyenoord, Sporting Lisbon, Newcastle United and Glasgow Rangers - competing at St James' Park on July 31 and August 1. Paul Collard, creative director of culture10, said: "NewcastleGateshead is a perfect setting for this international event which is sure to be very popular with locals and visitors alike." Tickets will go on general sale from Monday July 5. A one-day ticket is £25 (£15 senior citizens and juveniles), a two-day ticket is £40 (£15). Other events this year include the UK and Ireland Corporate Games and the Junior Games in June, the English Schools Track and Field Championships in July and the 24th Great North Run in September. Youngsters aged five to 14 from Gateshead and Newcastle will be taking part in the Junior Games Challenge at Gateshead International Stadium. Organised by Gateshead Council and Newcastle City Council, and sponsored by regional development agency One NorthEast, the Junior Games is now in its 30th year. Winners of the heats will then compete against each other as the curtain-raiser to the Grand Prix on June 27. Margaret Fay, chairman of One NorthEast, said: "We are delighted to be supporting this prestigious event again this year." | 
