Zara Phillips was the winner in Birmingham in 2006
The news that the BBC Sports Personality of the Year awards is returning to Birmingham marks a hat trick for the city.
The star-studded show is back for a third time after being held at the NEC in 2006 and 2007.
The show in 2006 was the first time in the event's history that it had taken place outside London and the public had the chance to buy tickets.
The 2010 event will be in the LG Arena at the NEC on Sunday, 19 December.
Back in Birmingham
It will be hosted by Sue Barker, Gary Lineker and Jake Humphrey.
The programme's editor, Carl Doran said he had fond memories of Birmingham because it was "the first time we'd taken the show on the road".
He said 2010 was a "huge" year for sport with events like the Football World Cup, Winter Olympics and Commonwealth games and Birmingham would be a "fantastic" place to hold this years awards.
Geoff Thomas, Ann Jones and Anita Lonsbrough
The Leader of Birmingham City Council, Councillor Mike Whitby said: "We are delighted to welcome the Sports Personality of the Year awards back to Birmingham."
Chief Executive at the NEC Group Paul Thandi said that he was "over the moon".
"This builds on our reputation as a city to host sporting events," he added.
Three past award winners were at an event to mark the announcement.
In 1962, Wolverhampton's Olympic gold medal swimmer Anita Lonsbrough picked up the Sports Personality of the Year Award.
Seven years later it was won by table tennis and tennis champion Ann Jones from Birmingham.
Former England footballer Geoff Thomas was presented with the Helen Rollason award for outstanding achievement in the face of adversity in 2005.
He has fought and recovered from leukaemia and has raised thousands of pounds for research into the disease.
Tickets for the 2010 event, which will be covered live on BBC One and 5 Live, will go on sale in September.