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Unai Emery issues new Aston Villa challenge as Europa League glory secured

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Unai Emery issues new Aston Villa challenge as Europa League glory secured

Asked how he has achieved such sustained success in the competition, he put his success down to his players: “[European football] is something fantastic. Europe gave us a lot, for myself as well, a lot. I am always very grateful for Europe, for every competition, especially the Europa League.

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Huge blaze tears through Glasgow home as thick black smoke seen for miles

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Daily Record

Fire crews remain at the scene in Summerston after flames ripped through the roof of a terraced property on Wednesday evening.

Emergency crews are battling a house fire in Glasgow where dramatic images show thick black smoke pouring from the roof of a residential property. The Scottish Fire and Rescue Service confirmed they were called to Blackhill Road at around 7.48pm on Wednesday May 20, following reports of a blaze at a home.

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Footage sent to the Record shows huge plumes of smoke rising above the Summerston area and visible from a distance across the city. Another video filmed closer to the scene shows flames ripping through the roof of what appears to be a terraced property.

Four fire appliances and a height vehicle were sent to the scene as firefighters worked to tackle the blaze. Crews remained in attendance on Wednesday night.

It is not yet known if anyone has been injured. A spokesperson for Scottish Fire and Rescue Service told the Record: “We received an alert at 19.48 on Wednesday, May 20, to reports of a house fire at Blackhill Road, Summerston, in Glasgow.

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“Four appliances attended with one height appliance also in attendance. Crews remain at the scene.”

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Man arrested in connection with dumping waste at notorious toxic Bolton House Road site in Wigan

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Manchester Evening News

The Environment Agency has been leading a criminal investigation into the illegal dump near residential homes in Wigan

A man has been arrested as part of an ongoing investigation into the illegal dumping of waste, including at the notorious toxic site on Bolton House Road where an estimated 25,000 tonnes of material has been discarded.

The ‘ocean of rubbish’ first emerged last summer in Bickershaw when a week-long fire saw some of the waste burn, forcing nearby schools to close. A criminal investigation is underway to find out who was responsible for dumping the rubbish at the former scrapyard.

And earlier this year, a closure order banning access to the illegal waste site was granted. This was put in place to prevent access for any unauthorised individuals.

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Officers from West Midlands Police, working in support of the Environment Agency, secured the arrest of the suspect. A 58-year-old male from the Birmingham area was arrested for environmental, fraud and money laundering offences.

The suspect has now been released on conditional bail pending further investigation. No further details were released by the Environment Agency, who are leading the criminal probe into the towering dump near homes.

The investigation is being led by the EA’s National Environmental Crime Unit, which is seeking to find those responsible for the offending. Angry locals said multiple lorries carrying rubbish to the site piled waste up to 20 metres high over several months beginning in January 2025.

Shocking images show thousands of black bin bags full of household rubbish like nappies as well as harmful chemicals and plastics littering the area.

It’s thought a clean-up could cost £4.5m. The Government said in March they would directly fund the operation to clear the site.

Last year, after a major blaze at the site, former Makerfield MP Josh Simons said he had ‘been pushing the Environment Agency every time [he] meets with them to move further and faster’.

Ian Crewe, Area Director for Greater Manchester, Merseyside and Cheshire at the Environment Agency, said: “The illegal dumping at sites across England are an attack on our communities, and the Environment Agency shares their disgust at these horrendous crimes.

“Our teams have been working relentlessly on this investigation, and yesterday’s arrest are a vital step in collecting new evidence and progressing it further.”

Environment Secretary Emma Reynolds said: “We are cracking down on waste criminals – putting an end to the damage they cause, by boosting funds to tackle waste crime, putting more boots on the ground and and giving stronger powers to our enforcement teams. If you dump waste illegally, we will come after you.”

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Bolton Council elects Labour Cllr Zaman as new town leader

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Bolton Council elects Labour Cllr Zaman as new town leader

Bolton Councillors elected Labour Cllr Akhtar Zaman to be their new leader yesterday (May 20), after the recent local elections left Bolton leaderless.

Votes for Cllr Zaman came from within Labour itself – who still have 20 seats – from the Liberal Democrats, and from the Horwich and Blackrod First and other independents.

Councillor Akhtar Zaman as Leader of the Labour Group, with Councillor Martyn Donaghy (Image: Bolton Labour)

Cllr Leader Zaman addressed the chamber: “Never did I believe that I would be leader of this great town – to me Bolton is the most beautiful place on the earth.

“I would like to say thank you to Nick Peel, a man of incredible talents.

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“I came to this town over forty years ago with absolutely nothing, and this town took me in and gave me everything I have today.

“This is the reason why I stand in front of you all.

“I got involved in politics when I was in the voluntary sector 30 years ago.

Cllr Nadim Muslim stood against Cllr Zaman (Image: Cllr Nadim Muslim)

“We are going to continue the work we began in 2023 to regenerate our town.

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“We will work for a greener, cleaner, and safer borough, where diverse communities live in peace and harmony.

“My door will always be open to anyone who wants to make Bolton better.”

Standing against Cllr Zaman was the leader of the Bolton Conservatives, Cllr Nadim Muslim.

Conservative Cllr Fairclough said: “Throughout our time in power we believed fairness mattered more than political control.

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“Since Labour have returned to power, much of that spirit has been eroded.

Cllr Hilary Fairclough, seen here when she was elected Mayor in 2019 (Image: Martini)

“Today, I ask all parties to consider this – do you want every ward treated equally, and do you want a leader who will unite us rather than divide us?

“If the answer is yes, I urge you to vote for Nadim Muslim.”

Cllr David Grant, of the Horwich and Blackrod First independents, said: “We found out that Cllr Muslim wanted to be leader about an hour ago. We’ve had no discussion, no talks, we don’t know what his policies are.

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“I will be supporting Cllr Zaman as leader of the council.”

Cllr David Grant (Image: Horwich Town Council)

But Cllr Muslim fired back: “We did meet the leader of HBFI so to say we never met is not strictly true.

“I think it’s very brave considering there is a by-election coming up in Horwich.

“All HBFI are doing is propping up the Labour party, which usually means higher taxes.”

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Despite the back-and-forth, Cllr Zaman was elected by a broad coalition of Labour, Lib Dem, and independent MPs.

Several councillors, including all of Bolton’s Green Party councillors, abstained from voting.

Cllr Martyn Cox (Image: Public)

More surprising was the election of Conservative Cllr Andrew Morgan to be the head of Bolton’s planning department, beating out Labour’s candidate for the position, Cllr Emily Mort.

Conservative Cllr Martyn Cox said: “Cllr Cox: “If you abstain from voting for Cllr Morgan, you are voting for Labour.

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“Everybody who knows Cllr Morgan is the right person for this role.

“This is not the time to abstain – if you abstain, you’re voting for Labour.”

Tory Cllr Anne Galloway seconded the motion.

Cllr Grant, of the Horwich and Blackrod first independents, also voted for Cllr Morgan.

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Cllr Grant said: “Our group is not whipped so they can make their own minds up.

“My thoughts are – we do need strong leadership on that committee.

“For me, I’m actually in agreement with Cllr Muslim – I’m sure it’s going to be one of the very few times this year.

Cllr Andrew Morgan (Image: Bolton Council)

“I will be voting for Cllr Morgan.”

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Despite speeches from Labour Cllrs John McHugh and newly-elected council leader Cllr Zaman, Cllr Morgan won the vote, and was elected leader of the Bolton Planning Committee.

He did this with a broad range of votes from Conservative, Green, Reform, and independent councillors.

Bolton’s 2026/27 constitution was also approved in a unanimous vote.

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Should you embrace your inner stonemason? Why our constant desire for change needs a rethink

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Should you embrace your inner stonemason? Why our constant desire for change needs a rethink

When John, a stonemason working at Glasgow Cathedral, finishes repairing a section, the highest praise he can receive is that no one notices. “When we get things that come together you just see a couple of wee bits of stone”, he explains. “You don’t actually see the work that went into it. But it’s satisfying getting it to all come back as if it’s never been touched.”

This is the paradox at the heart of skilled conservation work: the better you are at your job, the more invisible your efforts become. John spent years mastering complex stonecutting techniques precisely so his interventions will disappear. When all goes well, the building appears untouched.

We live in a culture that celebrates creativity, innovation and leaving your mark. Disruption is praised as the highest achievement. AI companies sell us on their power to generate novel content. Tech executives move fast and break things. Politicians advocate for glorious revolutions and talk of progress. Even on the right, conservativism has recently been given an increasingly radical inflection. In the UK, visions of reform tap into mainstream disaffection with the status quo. In the US the Trumpian hope that America can be “great again”, involves a similar vision of wholesale change. The result is that some of the most valuable forms of work often go unrecognised.

“There is a kind of love, called maintenance”, U.A. Fanthorpe wrote, in her 1995 poem, Atlas, a tribute to the many unseen acts that keep our domestic lives going. From paying bills, to home maintenance and the small acts of kindness that sustain filial relations, she highlights this “sensible side of love”. In a similar spirit, we want to highlight the undervalued work of maintaining and retaining what matters – as Fanthorpe puts it: “the permanently rickety elaborate structures of living”. From the relationships we maintain to the institutions we rely on, this kind of invisible labour shapes our lives in ways we don’t acknowledge and value as much as we ought.

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Through ethnographic research with people engaged in the work of preservation, we’ve come to see that maintenance isn’t always passive. The more things change, the more it takes work to keep things the way they are. Often this is deliberate, thoughtful – and sometimes it’s profoundly difficult.

Discipline, not creativity

Stonemasons value discipline over creativity in their work. The real difficulty, they explain, is doing the same thing over and again: staving off boredom, keeping your mind on the task, carrying on when your fingers are numb with cold, repeating the same action, even when threatened with distraction.

Conservation architects describe their work in similar terms. One, who works for the national conservation agency in Scotland, contrasted his current role with previous work as a commercial architect. “Humility matters,” he said. “It’s important that you try and just ease back, because if you are quite an egotistical person, then that can cloud your decisions … you’ll cloud that by actually saying, ‘me, here’s my mark on the building!’”

Like stonemasonry, conservation work is often overlooked when done correctly.
Jacob Lund/Shutterstock

The same orientation appears in other unexpected contexts. Think of the work involved in maintaining a functioning institution, like a school: the administrative and volunteer labour of a range of different types of people, the relationship-building between teachers and parents through parent teacher associations, the training of new staff in established practices and even something as basic as the repair of old equipment. None of that work shows up in political discourse as “reform”, “innovation”, or “progress”. It doesn’t change things or build anything new, and is often directed precisely at keeping something running more or less as it always has.

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Many of us who’ve worked in institutions know that keeping something going can involve a great deal of time, effort, judgment and expertise.

Continuity and social life

The work of continuity also matters for our personal politics and social life. What would political discourse look like if we valued continuity as highly as innovation?

On both left and right, our political language is dominated by reform, progress, disruption and revolution. We lack an equivalent vocabulary to describe the deliberate work to keep things as they are. We tend to undervalue this work, in part because we fail to see when it happens. This is particularly so in the current moment, when narratives of broken Britain and general disaffection with the way things are, directs hope towards widespread, radical change. Even on the right, conservative political philosophies are increasingly presented as routes to profound transformation, whether as reform or restoration.

Preservation isn’t morally superior to reform, and this is not an argument against political change. Nor is it an argument for maintenance as inertia or inaction. Clearly feelings about broken Britain reflect real frustrations with dysfunctional institutions. Yet there is much about our political and social life that almost all of us would wish to preserve and sustain. Our point is precisely that such preservation can be active. Indeed, the more that things break or wear out, the harder and more necessary this work becomes.

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Political and social life involves making choices about what to change and what to sustain. But when we only celebrate (or attack) transformation, creativity, and innovation we overlook the skilled, thoughtful work done with the aim of leaving (some) things as they are. Often, movement is needed in order to remain still. And if all we are offered is either disruptive change or wholesale reactionary resistance, we miss this.

A lack of change is not inherently a failure or an absence. Stonemasons have consciously and skilfully cultivated the ability to not innovate. Their work is difficult and important. But they are clear that its value is not captured in the language of “creativity”. They’ve learned something our innovation-obsessed culture has forgotten: that some of the most valuable human work lies not in making things new, but in the patient, humble, disciplined practice of helping what matters to endure.

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Labour to run Bolton council for another year after crunch town hall vote

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Manchester Evening News

Akhtar Zaman has been elected by councillors as the new leader of the authority

Labour will run Bolton council for the next year after a new leader was elected.

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Coun Akhtar Zaman gained the backing of a majority of councillors at the authority’s annual general meeting on Wednesday evening. The full council met after the local elections on May 7 which saw significant changes in its make up.

Despite losing five seats, Labour remain the biggest party on the 60-strong council with 20 seats.

Reform UK who made significant gains in the poll, have 10 seats, as do the Conservatives.

The rest of the council is made up of Liberal Democrats with five members, the Greens have four, Horwich & Blackrod Independents with four, Farnworth & Kearsley First have three members and Communities First two.

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There is one Independent councillor and one vacancy.

A Tory amendment to the proposal to install its leader, Nadim Muslim as council leader was defeated.

Proposing Coun Zaman for leader, deputy Labour leader Martin Donaghy said: “The smooth running of the services on Bolton is the paramount interest for all of us here.

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“I have never met a councillor who got into power to do damage.

“There are people relying on us as the first part of their representation to continue to deliver services to the people.”

Coun Gary Veevers, Liberal Democrat leader said it was clear that due to the number of councillors for each party that only Labour were in a position to lead.

He said: “We remain unequivocally a party in opposition. “It’s regrettable that we are just five of us here tonight.

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“It is incumbent for us to leave here with a fully functional council.”

Coun David Grant, leader of the Horwich and Blackrod First independents, said: “While I appreciate that Labour had a crushing defeat a few weeks ago, voters showed that they don’t really want the Conservatives either.”

He and other party councillors voted in favour of Coun Zaman for leader.

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Addressing the Labour and Conservative benches, Reform leader Trevor Jones said: “The people of Bolton just voted and they don’t want this shower back in.

“It’s pretty obvious. And they certainly don’t want someone who lost 14 per cent of their vote share either.”

The vote on Coun Zaman for leader saw the Green Party members abstain.

After winning the vote for the leadership Labour will appoint members to cabinet positions who will have executive control of the authority.

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Later in the meeting Labour suffered a setback when a Tory amendment to install Coun Andy Morgan as chair of planning was supported by a majority of members.

Labour had wished to appoint Coun Emily Mort to that role.

Coun Zaman takes over the role of council leader from Nick Peel, who lost his seat in Tonge & the Haulgh ealrier this month.

Speaking after his appointment, Coun Zaman said: “Never did I believe that I would be leader of this great town.

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“To me Bolton is the most beautiful place on the earth. “I came to this town more than 40 years ago with absolutely nothing.

“This town took me into its own and gave me everything I have today. “We will continue the work to regenerate our town.

“We will work for a greener, cleaner, and safer borough, where diverse communities live in peace and harmony.”

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Relegation permutations: What Tottenham need on final day to dodge drop after Chelsea FC defeat

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Relegation permutations: What Tottenham need on final day to dodge drop after Chelsea FC defeat

The relegation battle will go down to the final day of the season after Tottenham failed to beat Chelsea on Tuesday night.

Spurs headed to Stamford Bridge, their most unhappy of hunting grounds, knowing three points would be sufficient to secure their top-flight status, and that a draw would have made it near enough impossible for them to be overtaken.

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People power wins out over opposition to demolition in Cherry Valley

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Belfast Live

The plan was to demolish an existing dwelling to facilitate the extension of retail floor space, bigger carpark, new pedestrian access and cycle parking

An application for the demolition of a house to facilitate the expansion of a Spar garage in the exclusive Cherry Valley area of East Belfast has been refused after a local campaign against it.

Against the recommendation of council officials, elected representatives at Belfast City Council narrowly voted to refuse a planning application around the garage at 46-50 Gilnahirk Road.

The plan, by Maxol Oil Ltd, was to demolish an existing dwelling, 50 Gilnahirk Road, to facilitate a proposed extension and alterations to the existing petrol filling station. This was to include the extension of retail floor space, the extension and the realignment of the carpark, to provide nine additional car parking spaces and new pedestrian access, and cycle parking.

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READ MORE: Second Belfast cafe prosecuted in a month for allowing hookah shisha smoking

READ MORE: Tour groups clash over rights to Belfast’s oldest graveyard

The site lies within a mixed-use area comprising commercial and residential uses. The area is characterised by a mix of semi-detached and detached dwellings and a row of shops and commercial premises. Number 50 is an unoccupied bungalow.

The May meeting of the council’s Planning Committee at City Hall saw the application go to a vote, with eight councillors in favour of the Maxol plan, all from Sinn Féin, and 11 councillors against, from the DUP, Alliance, the Green Party, and the UUP. A DUP proposal to refuse the application, on terms of retention of residential stocks, and impact on existing residential amenity, was passed.

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The decision was against the recommendation of council planning officials, who advised the application should be approved. There were no objections from any of the statutory partners.

The council received 24 representations objecting to the plan, and a petition with 38 signatures, a number of whom also made representations. The objectors were nearby residents, who raised concerns about noise from the resultant development, the increase in traffic and lack of parking, proposed lighting including neon signage, loss of privacy and “erosion of local character of the area.” They also voiced concerns about the demolition of a residential home, which they believed was effectively lowering the housing stock for retail.

Objectors raised concerns about the impact on air quality from more delivery lorries and traffic, and said it would bring too much competition for existing retail in the area. Objectors said the development would lower house prices in the area.

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The planning report forwarded to councillors stated: “The applicant has advised that the existing retail store was built approximately 17 years ago and requires modernisation to bring it in line with modern standards, providing greater circulation space in store.” Maxol stated the plan would create seven extra jobs at the site.

The officer planning report states: “The proposal involves the demolition of the existing dwelling at number 50 to facilitate the development. The existing building is not listed, nor within a Conservation Area or Area of Townscape Character and therefore not afforded protection.

“Whilst the proposal will result in the loss of a dwelling, it is considered to comply with policy in that its redevelopment is considered complementary to surrounding residential uses and will not result in any adverse effects on existing residential amenity.”

Alliance Councillor Christine Bower said at the Planning Committee: “While demolition may not need express consent, the loss of housing is a material consideration. This is not a derelict or unusable home, it is being removed primarily because of commercial convenience, not for regeneration or wider public benefit.

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“In the context of ongoing housing pressure, and in the objective of maintaining balanced, sustainable neighbourhoods, elected members can conclude that insignificant weight has been given to the loss of a residential dwelling, in a mixed use area.”

She added: “There are clear concerns around residential amenity. The intensification of commercial activity immediately beside homes will increase vehicle movements, forecourt noise and general activity levels

“Traffic and pedestrian safety must be considered. This is a really busy road, serving two schools and a nursery, with DfI confirming to me that it serves around 5,000 road users a day. The area around the garage has no pedestrian crossing and there are no plans from DfI Roads to put any in.”

For all the latest news, visit the Belfast Live homepage here and sign up to our daily newsletter here.

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Fleadh caravan and campervan site at Titanic approved for 2026 and 2027 events

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Belfast Live

The Belfast Fleadh is anticipated to be the biggest cultural event ever held in Belfast

A special Belfast Fleadh caravan and campervan site has been approved in the Titanic area for both the 2026 and 2027 events.

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At the Belfast City Council Planning Committee for the month of May, elected representatives unanimously agreed to an application by the council itself for a temporary motorhome site at the Titanic Quarter, between Hamilton Road, Queens Road and Sydenham Road.

The planning application involves the creation of communal recreational spaces, toilets, showers, waste disposal points, a food and drink area, a site office, waste collection, lights, storage areas and “all associated temporary structures and works.”

READ MORE: Second Belfast cafe prosecuted in a month for allowing hookah shisha smoking

READ MORE: Tour groups clash over rights to Belfast’s oldest graveyard

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The site is a derelict parcel of land immediately north of Belfast Metropolitan College, across the road from and approximately 150 metres southeast of Titanic Hotel, 8 Queens Road, Belfast, BT3.

The temporary campsite will be used to help accommodate some of the expected 800,000 visitors for Fleadh Cheoil na hÉireann, which Belfast is set to host during August 2026 and 2027. There were no objections to the plan from third parties or the statutory partners.

The land will provide 349 pitches, 124 parking spaces, 55 toilets and 20 showers. A social hub will be located on the northwest of the site consisting of a food and drinks area, containers, seating area and marquee bar area. The northern section of the site will have an effluent tank, silenced generators and a waste disposal and recycling area.

Belfast for the first time will host Fleadh Cheoil na hÉireann, the world’s biggest celebration of Irish music and culture, from Sunday August 2 to Sunday August 9. Qualifying competitors from all over the world will showcase the best of traditional music, song, dance and language in All-Ireland competitions.

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It is anticipated to be the biggest cultural event ever held in Belfast. Tourism NI estimates the 2026 Fleadh will bring £60 million into the Northern Ireland economy. It was recently announced Belfast will host the Fleadh again next year.

For all the latest news, visit the Belfast Live homepage here and sign up to our daily newsletter here.

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Builders approved for Co Armagh water sports hub to be ‘game changer’ for all community

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Belfast Live

“This is really going to be a game changer for Camlough Lake and the south Armagh area.”

Builders for a major £4.6million Co Armagh water sport facility have been approved to begin developing a “game changer” for the community.

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The Camlough Lake recreational hub design was approved by the council’s planning committee in February with early images now released ahead of construction.

In a significant step forward in the decade old vision, Newry, Mourne and Down District Council’s strategy, policy and resources committee has now signed off on preferred contractors behind clsoed doors away from the public and media.

READ MORE: NI council to tackle ‘scourge’ of scramblers and E-scooters amid fatality and drug run concerns.

READ MORE: Children ‘frightened’ by dogs on the loose and playing in pets’ mess leads fo safe space plea.

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In open session, committee chairperson Oonagh Hanlon said: “It was agreed to progress the appointment of the preferred constractors to delivery the Camlough Lake recreational hub facility subject to completion of the stand still period?”

The development has been mooted from 2017 in the Area of Outstanding Natural Beauty.

The water hub at Camlough Lake will enhance facilities for existing users, support outdoor sport and recreation, boost tourism within the Ring of Gullion AONB and deliver accessible, year-round community space.

An elected member has revealed his first hand experience of using the lake currently being limited with the new facility welcomed as an all inclusive hub.

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Speaking to the Local Democracy Reporting Service, Councillor Declan Murphy said: “It is fantastic news that the project is moving on, it is a massive local investment of almost £5m into the area.

“This is really going to be a game changer for Camlough Lake and the south Armagh area.

“I am a user of ther lake and I know at this time everything we use from kayaks to is currently stored in containers some distance away which needs to be carried to the lake for use. We also have no changing facilities or toilets.

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“This will really open up the lake to people including those with a disability and I look foreard to the contractors getting on site to progress the hub as soon as possible.”

For all the latest news, visit the Belfast Live homepage here and sign up to our daily newsletter here.

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why are people fighting over pocket watches?

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why are people fighting over pocket watches?

So now we know exactly what you get when you cross two distinct brands of Swiss watch-making, one affordable (Swatch) and one luxury (Audemars Piguet). You get a new model of watch that attracts massive hype, huge queues and brawling customers.

For £335, you might also get your hands on a colourful pocket watch. But first you’d have to brave the crowds.

The watches, manufactured as a collaboration (or “collab”) between the two companies, are available in selected Swatch stores, with purchases limited to one item per person, per day, per store.

And before the “Royal Pop” watch collection went on sale on May 16 2026, excitement was already high. On release day, police and security teams were deployed in some places, with a tear gas incident in Paris and fighting in Milan. In the UK and the US, Swatch responded to the intense demand by closing its stores.

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A popular product then, and a very effective marketing campaign to go with it. For Swatch, it is the third collaboration with a luxury watch brand in recent years.

The first two (with Omega in 2022 and Blancpain in 2023) were also successful.

One reason for their success if that these partnerships allow consumers to own a little bit of elite watchmaking for a fraction of the cost (a “normal” Audemars Piguet could cost tens of thousands of pounds). Like a Louis Vuitton passport cover or a baseball cap made by Ferrari, it’s a token experience of an elite brand for those who can’t regularly afford them.

From a business communications perspective, it’s a way of introducing large groups of people to luxury brands. It’s similar to how luxury car brands like Aston Martin and Lamborghini license their cars for use in video games such as Forza Horizon or Gran Turismo.

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Meanwhile, Swatch gets free press and a positive spin for its entire product portfolio.

Watch what you wish for

From a consumer perspective though, the picture is more complex. The recent frenzy over Swatch’s watches should not be dismissed as merely herd mentality, and nor can it be explained by a sudden surge in demand for mechanical timepieces.

Instead, our research suggests that the response is a clear manifestation of something we call the “enrichment economy” – the fact that if something is in short supply and in high demand, it can be resold at a decent profit.

The enrichment economy has long been a feature of the world of art and antiques, but has also become a familiar part of mass market goods. Swatch has simply followed the example of certain trainers, Pokémon cards, dolls, and Lego sets. For instance, the Lego Cloud City set (originally released in 2003 in limited quantities for about £100) now resells at close to £10,000.

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Driven by the chance to make a quick but substantial buck, consumers go out of their way to buy certain products and then resell them for much more than they originally cost.

In the case of Swatch and Audemars Piguet, the evidence for that motivation is clear. The watches sell from the stores at £335, and are being almost immediately offered online for ten times that amount – or even more.

As with other economies, the enrichment economy is prone to periods of boom and bust. For instance, the market for second hand luxury watches, which experienced unprecedented demand a few years ago, has now hit a plateau, forcing resellers to discover new markets with greater investment potential.

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So while Swatch is at the centre of the enrichment economy in mid-May 2026, it could easily and quickly be overtaken by another brand or object very soon. And as the cost of living crisis continues, it seems highly likely that the enrichment economy will only expand as people look for ways to supplement their incomes with various side-hustles.

In the meantime, our research also suggests that big brands can do their bit to prevent customers getting so excited that they end up fighting with each other over popular products at shop fronts.

They could, for example, allocate sales using an online lottery system. Or they could prioritise trusted and loyal customers and increase the availability of their merchandise.

From a business and PR perspective, though, Swatch may already have won. By turning the collaboration into a talking point – and making scarcity, controversy and curiosity all work in its favour – the brand is having the time of its life.

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