As Prime Minster Boris Johnson outlined his roadmap to recovery, The Game Fair along with all other events was given the green light to run in its planned dates 23 rd , 24th and 25th July at Ragley Hall.

“Having been in continuous talks with the local authority and Public Health
England, we were already very confident, but a public statement such as this is incredibly important” said James Gower, Managing Director of The Game Fair.

“Exhibitors and visitors have shown their optimism too as trade stand and tickets sales accelerated immediately following the BBC’s live press briefing which confirmed the news that had been earlier announced in Parliament.

Support for The Game Fair 2021 has been unprecedented. This week one of the UK’s best-known shooting distributors, Highland Outdoors, has signed up for this summer’s Game Fair, with the promise to bring some of the biggest brands in shooting.

It will showcase new brand partnerships and concepts, including the latest shotguns from Webley & Scott, innovative ear protection from Vario Hearables, state-of-the-art thermal scopes and spotters from InfiRay Outdoor, rifles from Howa, industry-leading products from TIER-ONE, moderators from Aimsport and Swedish newcomer RCC and brand-new optics from Nikko Stirling, just to mention a few.

John Bright, Highland Outdoors’ CEO, said: “The last 18 months have been testing for everyone in the UK shooting industry. We see The Game Fair as a great opportunity to showcase our new products to the shooting community and we are very much looking forward to supporting this year’s show.”

Joining Highland Outdoor are over 650 exceptional exhibitors reaching both trade and consumer audiences. Gunmakers’ Row is shaping up to be the best in recent years including big names such as:

  • ASI
  • Boss & Co
  • Clay Pigeon Shooting Association Ltd
  • Country Sports Wholesale
  • Country Sports Wholesale (Vortex Optics)
  • E. J. Churchill
  • Elderkin
  • Holts Auctioneers
  • John Dickson & Son
  • John Rigby & Co
  • Ladds Guns
  • Longthorne Gun Makers
  • Premier Guns
  • Promatic International
  • Rudolph Optics
  • Schmidt & Bender
  • Shooting Sports UK
  • Simpson Brothers
  • Talking Game Magazine
  • Talking Headsets
  • Tweedl Ltd
  • William Moore & Grey
  • William Powell

At last, we really are heading to a summer celebration. Rob Fenwick Managing Director at E.J. Churchill said “I am thrilled with the announcement from the government and the road map that means that The Game Fair will be going ahead.

“What an exciting event to look forward to for all the countryside. E.J. Churchill will be in full support and larger than ever, we can’t wait to see you all there and let’s make it the best yet!”  

Now is the time to book, if you are interested in booking an exhibitor stand at The Game Fair 2021 please email


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