Thousands of people will be visiting the city to see Beyoncé hit the stage at the Stadium of Light alongside England’s pre-Euros friendly against Australia.
The events will provide local businesses with the opportunity to get involved and benefit from the millions of pounds these events will bring to the local economy.
It will also include all the details of the additional safety and transport measures being put in place as well as an insight into the demographics of those attending, so that businesses can be best placed to maximise these opportunities.
Gary Hutchinson, commercial director at SAFC, said: “The Stadium of Light has proven year on year that it can attract the biggest events, bringing with it thousands of new visitors into the North East.
“This has a significant effect on the regional economy, with a lot of money being spent on transport, leisure, tourism, hospitality and retail industries.
“This meeting will provide businesses in the region with in-depth information about the Beyoncé concert and the England match so that they are best positioned to benefit from what will be two huge events for Sunderland and the region.”
The meeting follows on from similar briefings held for events in previous years, from which businesses across the region have then maximised from these major events.