Athletics star Jessica leads field as city celebrates enterprise

The heptathlete, who holds the World and European titles and grew up in Sheffield, is appearing as part of Global Entrepreneurship Week, which began yesterday.

Miss Ennis and James Beresford, chief executive of Visit England, will speak at Thursday's event to mark Sheffield's new brand strategy, which aims to provide a more co-ordinated approach to "trade, talent and tourism".

Mr Beresford will talk about tourism strategies and will discuss the value of cities to Visit England's national approach.

Brendan Moffett, director of strategic marketing at Creativesheffield, which has been leading the strategy work, said: "Jessica Ennis really represents the city's brand values of authenticity and independence. She is truly home grown. "Jessica has become a metaphor for Sheffield's regeneration and growth."

The week will see more than 150 events taking place in Yorkshire, including sessions on enterprise, careers and city development, and events for schools in Leeds, Wakefield, York and Hull. There are similar festivals taking place in a further 100 countries during GEW, which runs until Sunday.

It comes as Yorkshire entrepreneur Carl Hopkins, a former star of Channel 4's Secret Millionaire, was appointed to a Government advisory group on new business and enterprise.

Jan Fletcher, the businesswoman behind Montpellier Estates, was also listed on the forum's first 16 members, with more due to be announced.