The BBC's world-famous Sports Personality of the Year ceremony is coming to the Midlands for the first time in its 52-year history.
The awards, one of the biggest TV and sporting events in the calendar, are set to be held at the National Exhibition Centre in December.
The decision to switch the show from the BBC TV studios in White City, where it has been held for the past six years, is a major coup for the NEC Group and the region.
The ceremony, which showcases the sporting heroes of the previous 12 months, has been running for more than half a century and has grown into a national institution. It commands an audience of up to eight million viewers, providing one of the highlights of the early festive period in the run-up to Christmas.
NEC and BBC bosses have been in detailed talks over the switch, which would see the show moved from the capital for the first time. Both parties are reluctant to confirm that a firm decision has been taken - but it is understood a deal is in place.
NEC PR manager Debbie Hodgson said: "At present we cannot confirm any details regarding Sports Personality of the Year, other than to say discussions are at an early stage.
"If matters progress, we will issue a statement accordingly," she added.
Former Midlands winners of the coveted prize include tennis star Ann Jones from Edgbaston, Brummie Formula One ace Nigel Mansell, and Wolver-hampton swimmer Anita Lonsborough.
Sports Personality of the Year spokeswoman Caroline Inman said: "It is too early to say at the moment - we are looking at lots of options at present."
Bringing the star-studded show, one of world sport's most prestige TV ceremonies, to the NEC represents a major victory for the exhibition group and the Midlands region.