MINEHEAD looks set to be the centrepiece for two prestigious sporting events this year, bringing with it the equivalent of £1 million in national television coverage.

Butlins is expecting to sign a deal within the next ten days to host the 2001 Britain's Strongest Man contest, while the gruelling Xterra triathlon will be making a return to stage the European championships on Exmoor in September.

If all goes to plan, the combination of both events could earmark West Somerset and Greater Exmoor as the place to be for sporting enthusiasts across the globe.

Last year's Xterra contest was broadcast live in America and attracted hundreds of competitors from around the world.

The strongest man contest looks likely to be filmed both at Butlins and on location around West Somerset at the end of May, with the shows being broadcast in primetime slots to millions of people across the country in August and September.

Butlins is ploughing an undisclosed sum into the event in a bid to boost its national media coverage, while West Somerset District Council has pledged its support to the tune of £16,000.

Members of the council's cabinet met on Monday and welcomed both initiatives. They also earmarked £7,500 in sponsorship for this year's Xterra event.

Council chief executive Tim Howes said anything which raised the profile of the area and boosted the economy out of the main tourist season was good for the region.

He said: "My view is that any event, which takes place outside the traditional holiday season, provides a major local attraction and which assists Butlins is a thing to be welcomed.

"It clearly also has a benefit in the fact that it promotes Minehead Butlins and gives us the opportunity to promote the Greater Exmoor area.

"The promotion of Exmoor as a centre for gruelling sports events, in particular outside the main holiday season, is a way of tapping into a different tourism market.

"The deal will show our commitment to both marketing tourism and supporting events, which support and increase tourism opportunities."

He said last year's strongest man competition attracted a cumulative television audience of 26.7 million people. The equivalent cost of paying for television advertising to reach the same number of people would be at least £1 million.

In return for its £16,000 investment, the council will be guaranteed at least 15 minutes' airtime dedicated to the sights and attractions of the area.

It will also mean five of the six strongman events will be filmed outside the Butlins camp, with suggested backdrops so far including Dunster Castle and Minehead seafront.

Another idea is for competitors to pull West Somerset Railway carriages in a show of strength.

Television producers for the show have already met district councillors and toured the area for prospective sites, and deputy council leader Cllr Colin Hill said they had been impressed with what they had seen.

He said: "Certainly this initiative has been driven by Butlins with the aim of getting major media coverage for the centre, but as a main sponsor will will also be entitled to 15 minutes of filming.

"The producer was very much taken by the area, particularly the seafront, Dunster Lawns and the castle, and is keen to get as much of Exmoor in as possible."

Cllr Hill had joined up with Cllrs Nick Messarra and Simon Stokes to work with Butlins in securing the contest for the area.

Cllr Stokes said everything possible had to be done to "put West Somerset on the map", and Cllr Messarra welcomed the partnership between the council and Butlins: "This is very exciting and a big opportunity for local industry to jump in and get involved.

"All the traders and hoteliers need to organise themselves in time for this to make the most of the opportunity," said Cllr Messarra.

An independent production team should arrive in Minehead at the end of May to film the contestants during the week May 17 to 24.

The television crew and competitors are expected to stay at Butlins during the contest, but there are hopes publicity will attract visitors to the area to watch the events unfold.