Birmingham 2022 official merchandise to go on sale after Cube International is appointed to develop and retail world-class Commonwealth Games product range

5 Feb 2021

  • Midlands-based Cube International to develop official range of Birmingham 2022 and Commonwealth Sport merchandise;
  • The official online store will launch soon. Around 35 official retail stores, employing 300 people will open in key locations in the run up to and during the Games;
  • Games organisers are looking for West Midlands firms to develop new products that show off the region’s creativity.

Cube International has been appointed to design, license, and retail a comprehensive range of official Birmingham 2022 and Commonwealth Sport products, with the first due to go on sale online in the next couple of months.

Cube International has been appointed by Birmingham 2022 and CGF Partnerships as the master licensee responsible for designing, sourcing, delivering and retailing licensed products at official Birmingham 2022 shops, other local and national retail outlets and via a dedicated online shop accessed via the birmingham2022.com website.

Around 1,500 products will be developed and sold, featuring Birmingham 2022, Commonwealth Sport and Home Nations branding. A first phase of merchandise, including hoodies and t-shirts, mugs, water bottles and pin badges will go on sale online in the next couple of months. Cube International will also create exclusive ranges for the Birmingham 2022 official mascot, which will be unveiled later this year.

Around 35 official retail stores will be set up, including a Birmingham city centre megastore, and at a number of other city centre locations, transport hubs, Games venues and temporary live sites. Cube International will also be responsible for building and operating the official online store.

The retail stores will employ around 300 people, with staff recruited where possible with the support of the Commonwealth Jobs and Skills Academy, launched by the West Midlands Combined Authority to generate job opportunities for and improve the skills of local people. Roles will include customer service, security and warehousing positions.

In addition to these official retail stores, other local and national retailers are being encouraged to register their interest in selling Commonwealth Games products.

Games organisers are also keen to work with West Midlands firms to develop further product lines that bring the region’s creative flair to life. Retailers and manufacturers interested in finding out more can email Licensing@cgfpartnerships.com.

In line with Birmingham 2022 and Commonwealth Sport’s social value commitments, the range of products and the shops they are sold in will have a strong commitment to sustainability, with a focus on limiting single use plastics, responsibly managing waste materials, and reducing carbon emissions.

Ian Reid, Birmingham 2022 CEO, said:

Our retail offering will help to bring the Games to life, building excitement as Birmingham 2022 draws closer. It will also help to support the West Midlands’ economic recovery as we recruit around 300 people to work in our retail outlets in the run up to the Games.

“I’m also happy to be working with a Midlands business, Cube International, which has the global expertise to deliver this product range.  I can’t wait to see a whole variety of Commonwealth Games items for sale online and in shops over the next few months. I’ll be first in line to buy a cuddly toy!”

Cube International is an expert sports retail, e-commerce, licensing, and merchandise business which works with international sports events such as The Rugby League World Cup 2021 and the Cricket World Cup, as well as with the NHS and brands including Sainsbury’s.

Andy Moss, Cube International’s Executive Chairman, said:

We are delighted to have been appointed the Master Licensee for the Birmingham 2022 Commonwealth Games. The vision of the Games and the values that they represent harmonises with Cube’s working philosophy and enables us to fully collaborate across all areas to deliver an incredible experience for visitors, fans and commercial partners.

“It is incredibly exciting to be working with such an imaginative team and, together, we are looking to reimagine and redefine major event retail. We very much look forward to opening our first official store and bringing to life an exciting and sustainable retail and merchandise programme.

David Leather, CEO of CGF Partnerships, said:

We selected Cube International as our master licensee following an internationally competitive process. Cube has the experience and capability to deliver this official product range, and shares the social values and ambitions both of the Commonwealth Sport movement and Birmingham 2022. I am confident we will see that reflected in the exciting yet sustainable range of products they are developing.

“As preparations for the Games continue, this range will help to create an inspiring brand identity that gives the public the chance to own a part of the Commonwealth Games story and a piece of history.”

Paul Blanchard, Commonwealth Games England Chief Executive, said:

We can’t wait to see what Cube International produce for the nation to get behind their favourite athletes and support them at a home Games. This is an exciting point in time as we get closer to the Games and we can see that support come to life.”

Andy Street, Mayor of the West Midlands and Chair of the WMCA, said:

One of the main reasons I was so determined to help secure the Commonwealth Games for the region was the employment opportunities it will create across the West Midlands, and I am pleased to see today’s announcement is unlocking hundreds more jobs for local people.

“We are so fortunate to have the Commonwealth Games coming to our region at what will be such a difficult time for many people’s livelihoods, and I would encourage everyone to look at the job opportunities available through the Games and see how they can get involved.”

Cllr Ian Ward, Leader of Birmingham City Council, said:

This is another exciting step towards the Birmingham 2022 Games and the agreement will boost business locally, opening up many opportunities for retail jobs, which is crucial at a time when the sector is coming to terms with the devastating impact of the pandemic.

“I know when I see someone wearing a Birmingham 2022 pin badge of carrying a reusable branded water bottle, I will have an immense feeling of pride.

For more information, please contact James Bovill, Lead Communications Manager, Birmingham 2022 Commonwealth Games on 0751 336 0634 or email james.bovill@birmingham2022.com 

birmingham 2022 commonwealth games beach volleyball
birmingham 2022 commonwealth games deckchair with logo

Part of the Cube International group, Cube Partnership is at the forefront of redefining and reimagining the sports retail, ecommerce, licensing and merchandise industries, working with sports brands, lifestyle brands, teams, venues and events across the globe.