Birmingham 2022 launches first Official Retail Store

Birmingham 2022 launches first Official Retail Store

birmingham 2022 first official retail store

Birmingham 2022 launches first Official Retail Store

As the sports retail, ecommerce and merchandise division of the Cube International group, Master Licensee of the Birmingham 2022 Commonwealth Games, we are delighted that the first Official B2022 Retail Store has been launched.

Read full Press Release below:

Birmingham 2022 launches first Official Retail Store

  • First retail store for Birmingham 2022 launches at Bullring, New Street
  • Extensive range of Birmingham 2022 official merchandise on sale
  • Perry, the official Birmingham 2022 mascot was there to declare the store officially open.

The first Official Retail Store for Birmingham 2022 Commonwealth Games has opened today at Hammerson’s Bullring Estate. Located on New Street by the iconic Bullring, the 3,200ft² store is stocked full of official Birmingham 2022 merchandise, including clothing, hats, caps, water bottles and soft toys. Sports fans can also get their hands on Team England T-shirts, vests and hoodies.

Perry, the official mascot of Birmingham 2022, was there to open the store and will be making special appearances at the store over the coming months. To mark the opening, the first 50 paying customers were lucky enough to receive 25% off their total bill.

Open seven days a week, the store will employ 25 people and overall more than 400 jobs will be created as part of the official merchandise programme. Where possible, staff will be recruited 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.

Midlands-based company, Cube International, was appointed earlier this year as the Master Licensee responsible for designing, sourcing, delivering and retailing official licensed products at all the official Birmingham 2022 retail stores they deliver.

Hammerson’s flagship destination transformed Birmingham city centre when it was developed and continues to be at the heart of the city’s social, cultural and arts programme.  Hammerson worked closely with Birmingham 2022 and the Master Licensee to support in the delivery of prime retail space in the heart of the city for the launch of the official merchandise programme.

Ian Reid, Chief Executive at Birmingham 2022 said: We thought that this busy part of Birmingham city centre, with so many people passing through, was the ideal location to showcase our official Birmingham 2022 merchandise.

“With less than 250 days to go until the Games begin, we’re really excited to be opening the store in the heart of Birmingham. For many people, the store will be their first experience of Birmingham 2022, so this is a really momentous occasion for us. I’m encouraging all people, whether you’re from the West Midlands or a visitor to Birmingham, to show your support, get behind the Games and buy some official Birmingham 2022 merchandise!”

Alongside the Birmingham city centre Official Retail Store, around 40 official retail stores will be set up at a number of other city centre locations, transport hubs and Games venues in the run up to and during the Games.

Cllr Ian Ward, Leader of Birmingham City Council, said:Buying some of the fantastic range of official Birmingham 2022 merchandise is a great way for people to show their support for the Proud Host City and the biggest event to ever be staged in our region.

“The new retail store is in a prime position in our city centre, giving the hundreds of thousands of people who come into Birmingham every day a convenient way to pick up souvenirs and items ranging from polo shirts to pin badges to Perry soft toys.

“I’m sure the store will be a well-received addition to our retail offer and I am delighted by the employment opportunities it will be offering for people in the city.”

Paul Blanchard, CEO at Team England, said: We can’t wait to see fans in the crowds of packed stadia and venues wearing their Team England merchandise to support their home team, which will be so important to our athletes. For those competing for Team England in Birmingham 2022, the Games will be a truly special moment for them to perform in front of a home crowd. For many, it is a once in a lifetime opportunity. We’d love you all to get your Team England merchandise and show your support to the fantastic athletes who are working so hard in training to make the nation proud next summer.”

David Leather, CEO of CGF Partnerships, said: As preparations for the Games continue, the first store will help to create an inspiring brand identity that gives the public the chance to own a part of the Commonwealth Games story and piece of history. We’re really excited to be involved in re-invigorating the Birmingham city centre retailing offer.”

Stephanie Lacey, General Manager of Bullring, said: “Bullring is a major landmark in Birmingham and a must for overseas visitors coming to the city.  It’s great to have the first Official Retail Store of the Birmingham 2022 Commonwealth Games located at the Bullring as the energy and excitement builds ahead of 2022.  

We continually look for new ways to engage new and loyal customers and the new Commonwealth Games store not only complements but enhances our offering.”

The store will be open from 10am to 6pm Monday to Saturday and 11am to 5pm on Sundays. The store will also have extended Christmas opening hours. For more information, please visit Birmingham 2022 Commonwealth Games.

Official merchandise can also be bought online at the Official B2022 Online Store.

birmingham 2022 first official retail store

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.

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

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

Birmingham2022-Alexander-Stadium

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

  • 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.