Jasper Carrott is to be honoured by Birmingham's business community at the biggest event of its kind in the Midlands.
Birmingham Chamber of Commerce and Industry will present the iconic Birmingham comedian with a special award at their annual banquet at the International Convention Centre on April 1.
The presentation, in front of about 1,000 business people, will mark the comic's lifetime contribution to the promotion of the city.
The former Moseley Grammar School pupil is one of Birmingham's leading ambassadors and will be part of an event, sponsored by Cable and Wireless, designed to celebrate the city business heritage and is future.
Chamber president Ian Squires said: "It is appropriate that Jasper should be with the city's business community at the banquet.
"On the night - under the banner 'there's a great deal in Birmingham' - we'll be honouring those who've done most to promote the city and encouraging everyone in business to participate in promoting Birmingham's business offer. "
The comic, who celebrates his 60th birthday this month, has clocked up 30 years in show business - a career that started at the Boggery Folk Club.
During that time, he has worked tirelessly for charities.