The BBC Sports Personality of the Year Awards is returning to Birmingham in December.
The prestigious programme, a key fixture in the sporting calendar with a television audience of millions, will be filmed live at the NEC for the second year running.
NEC officials said they were "absolutely delighted" that months of negotiations with the BBC had paid off.
This year's event, on December 9, is certain to have a record audience, with 6,000 tickets going on sale to members of the public. A further 2,000 places will be reserved for sports guests and VIPs.
Last year, the first time that the competition had been held outside of London, 3,000 people were at the NEC to see show-jumper Zara Phillips win the main award.
It was also the first occasion that sports fans had been allowed to sit in on the ceremony, which when filmed in London was reserved for a small number of invited guests only.
Persuading the BBC to break tradition and leave London was seen as a major success for the NEC and a big public relations boost to Birmingham and the West Midlands.
Securing the contract for a second year has raised hopes that Birmingham will become the natural home for the a hugely popular national event.
Paul Thandi, NEC Group chief executive, said he was "incredibly proud" to secure a deal for the second year.
Mr Thandi added: "The prestigious event, which was held at the NEC for the first time out of London in 53 years, is set to be bigger and better than ever before.
"More members of the public will be able to attend on the night and will have the opportunity to experience one of the most exclusive live broadcast events on the sporting calendar.
"This is really is tremendous news. It highlights the NEC's reputation as a national venue with the capability to host extraordinary, live broadcast events which wow audiences both in the venue or watching at home on television.
"By extending the reach of one of its most high profile broadcast events out into the regions in this way, the BBC has once again offered the West Midlands a chance to showcase its outstanding hospitality and professionalism to the rest of the UK."
An NEC spokeswoman said: "We were definitely hoping it would be back, based on the huge success last year. We are absolutely delighted that our discussions with the BBC have proved successful."