Aston Martin Aramco Cognizant Formula One™ Team adds Crypto payment option to Official Online Store 

Aston Martin Aramco Cognizant Formula One™ Team adds Crypto payment option to Official Online Store 

Aston Martin Aramco Cognizant Formula One Team adds Crypto payment option to Official Online Store

Aston Martin Aramco Cognizant Formula One™ Team adds Crypto payment option to Official Online Store 

The Aston Martin Aramco Cognizant Formula One™ Team (AMF1) is delighted to announce the introduction of cryptocurrency payments on its official online store.

In conjunction with the team’s Global Partner Crypto.com and Official E-Commerce Partner, Cube Partnership (Cube), visitors to shop.astonmartinf1.com now have the option to purchase merchandise using the cryptocurrency of their choice.

Today’s announcement also means that AMF1’s online store becomes the first official F1 merchandise outlet to accept cryptocurrency payments.

Cube has worked with Crypto.com, which already has more than 50 million users, to integrate directly with Crypto.com’s global ecosystem.

Steven Kalifowitz, Chief Marketing Officer, Crypto.com, said:

“Our mission at Crypto.com is to accelerate the world’s transition to cryptocurrency, and a huge part of that is being able to give more customers and merchants purchasing power using cryptocurrency. Our partnership with AMF1 is the perfect case in point, proving just how versatile crypto payments have become. We’re excited to continue our work with AMF1 and to further enable the use of cryptocurrency as a payment method in all situations.”

Chris Bailes, Cube Partnership’s Trading Director, said:

“Our partnership with Aston Martin Aramco Cognizant Formula One™ Team encapsulates everything that Cube stands for – great product supported by outstanding marketing, delivered on a world-class e-commerce platform that can serve fans all around the world.

“Our collaboration with AMF1’s global partner, Crypto.com, enables us to dive into the cryptocurrency world in the best way possible, enhancing the customer journey and offering more choices at the checkout. Cryptocurrency is a seamless way for consumers to pay online and is a popular form of payment for those who grew up in the digital age.”

Matt Chapman, AMF1 Head of Licensing and Merchandise, added:

“We are constantly exploring the digital landscape, so it’s hugely satisfying to be able to take this step into the crypto payment world with both Crypto.com and Cube.

“We really want to be able to provide our fans and customers with every possible convenience in terms of their user journey – and adopting a cryptocurrency payment option felt like a natural next step.

“What’s most important is that it’s all been integrated seamlessly into the website, so it’s easy, efficient and effortless to make the choice at checkout.”

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.

Meet Our Leadership Team

Meet Our Leadership Team

OUR LEADERSHIP TEAM

CUBE PARTNERSHIP

After two years of incredible growth within our company, including amazing partnerships and collaborations, and looking ahead to our busy summer of events, including the Birmingham 2022 Commonwealth Games, World Athletics Championships in Oregon and F1 team merch and activations, we thought it was time to highlight the lead people behind our brand and profile those who bring the best out of our whole incredible team. 

Meet the awesome nine-some!

Chris Bailes

Chris Bailes

Trading Director

Chris has 15 years’ experience in licensed sports merchandise. He was Retail & Events Director at Fanatics, responsible for major partnerships across retail, events and ecommerce including UEFA, Ryder Cup, NFL, Rugby World Cup, Wimbledon, Man United, Man City and F1. As trading director, and a member of Cube’s senior leadership team, Chris has been instrumental in the rapid growth and internationalisation of Cube Partnership.

Bobby Woods

Bobby Woods

Creative Director

With a wealth of creative experience behind him, having managed and assisted many well-known brands, organisations and start-ups with product development, content creation, sourcing, creative direction, innovative strategy and branding, Cube’s talented Creative Director, Bobby, manages our internal team in all things creative. From design, sourcing and manufacturing to art direction, content creation and logistics, Bobby oversees the output of our high-profile projects and is also responsible for the development and launch of our upcoming in-house lifestyle brands

Thomas Paul

Thomas Paul

Technical Director

A master in technical skills and website code, Thomas is our Technical Director responsible for creating and maintaining our high-profile clients’ global online ecommerce websites and enhancing the Cube Tech System. He’s worked with some of Europe’s and the UK’s biggest online brands, including PLT, Boohoo and Missguided. Not surprisingly, his ecommerce platforms and websites have been admired by people the world over.

Javier Espejo

Javier Espejo

Business Director

Javier is one of Cube’s Business Directors, based in Madrid. He’s an expert in long-term strategic planning, brand management and design, having developed and controlled many global marketing plans for EMEA markets, including Hendricks Gin, Jack Daniels’ and Pommery Champagne. With many years’ experience in product development and packaging innovation, and skilled at looking at markets from a consumer perspective, Javier is leading our Solheim Cup 2023 retail team.

Andy Smith

Andy Smith

Retail Director

Cube’s Retail Director, Andy, brings years of retail experience to the Cube group, having been responsible for selling licensed merchandise in every corner of the globe. His extensive experience includes working with sports events such as NFL, FA and the Cricket World Cup, as well as entertainment productions including West End and Broadway theatre shows, music concerts and festivals, the Queen’s Diamond Jubilee and the Pope’s 2010 visit to the UK.

Amber Keel

Amber Keel

Business Director

Amber, Cube’s Business Director, joined us with over 15 years’ experience working across sport and lifestyle within brand management, licensing and retail. She’s held a variety of senior roles in sport, including F1, rugby and football and has worked with well-known lifestyle brands Skechers and Fatface. Amber embodies Cube’s core values of partnership and collaboration and is responsible for Cube’s Birmingham 2022 Commonwealth Games Master Licensee project drawing upon her professionalism and experience.

Andy Hamilton

Andy Hamilton

Business Director

Andy, one of Cube’s Business Directors, has spent over 25 years in the sportswear industry initially as Head of Merchandising in the Home Shopping business, then as part of the adidas European Sales team and most recently leading the adidas & Reebok Sales Development team in North America. Andy’s background in two major markets and experience in product, sales and sales strategy make him ideally suited to managing the multi-event and truly global World Athletics partnership and F1 Team partners.

Daniel Austin

Daniel Austin

Head of Ecommerce

A master in ecommerce, social media and all things Google, Daniel is our Head of Ecommerce responsible for Cube Partnership’s exceptional digital marketing service for clients and partners. Daniel joined us with a wealth of experience in the digital world, having worked for some very well-known brands including eBay, JD Sports and Ministry of Sound. Unsurprisingly, he’s our most prolific social media pioneer – his personal account has more than 7k followers and some of his posts have reached over 1million likes and shares.

Asia Riaz

Asia Riaz

Buying & Merchandising Director

Asia, with many years of business experience behind her, is our Buying and Merchandising Director, assisting Cube in helping to deliver a best-in-class buying and merchandising operation. She’s worked at well-known high street retailers, as well as online ecommerce companies, within the fast-paced fashion and Plus size market. Her brand experience includes Next, Boohoo, Republic and Yours Clothing and is a key player in driving our business forward and supporting the growth of Cube’s business interests.

World Athletics appoints Cube as official merchandise licensee until 2025

World Athletics appoints Cube as official merchandise licensee until 2025

world athletics official master licensee

World Athletics appoints Cube as official merchandise licensee until 2025

We’re delighted to have been appointed by World Athletics as the Official Master Licensee for World Athletics and the World Athletics Series events.

The agreement to last until 2025 inclusively, covers the manufacture, marketing, distribution and sale of licensed products and will give sports fans access to year-round merchandise. 

Read full Press Release below: 

World Athletics appoints Cube as official merchandise licensee until 2025


Sign up for your chance to win a unique t-shirt signed by the Belgrade 2022 World Indoor Champions

World Athletics and Cube Partnership (Cube) are delighted to announce an agreement appointing Cube as Official Master Licensee of World Athletics and the World Athletics Series (WAS) events, which will give the sport’s fans access to year-round merchandise.

This agreement covers the manufacture, marketing, distribution and sale of licensed products, and will last until 2025 inclusively.

As part of this agreement, Cube is working closely with World Athletics and its official partner, ASICS, to showcase its premium athletic apparel, while Cube’s internal design team is working on additional event and lifestyle collections.

The merchandise offering will include World Championships collections, this year for Belgrade (already online) and Oregon, a Heritage collection and a World Athletics leisure collection, to be rolled out over the coming year.

The collections will be available on the new World Athletics online store which has been launched to provide an always-available service to stakeholders and fans, and a coordinated online and onsite merchandise experience for spectators attending World Athletics Series events. Cube’s merchandise service is made possible due to the company’s unique ability to provide product, e-commerce and retail resources along with its market-leading modular structures and event overlay management expertise.

World Athletics CEO, Jon Ridgeon, said: “The signing of this merchandise agreement marks the beginning of a new and exciting era for World Athletics. For the first time, we will have an official merchandise shop online as a service for athletics fans across the world with products ranging from apparel to accessories, backpacks and mascots. This will allow our fans and followers to feel like they are always a part of the action and allow them to demonstrate their enthusiasm for our sport with official merchandise.”

Cube International’s CEO, Ed Boardman, said: “We are thrilled to start this new collaboration as Official Master Licensee of World Athletics and to be building an expanded championship retail and e-commerce programme for one of the world’s leading governing bodies. We share a vision to bring fans closer to the excitement of the World Athletics Series and plans are well advanced to deliver a fantastic retail experience for fans at the iconic Hayward Field in Eugene, Oregon for the World Athletics Championships in July.”

To celebrate the signing of this agreement, World Athletics and Cube invite fans to register for their chance to win one of three unique t-shirts signed by Belgrade World Indoor Champions Marcell Jacobs (ITA), Mondo Duplantis (SWE), and Yulimar Rojas (VEN). The winners will be announced on 3 April 2022. Sign up here for your chance to feel like a gold medal winner!

world athletics 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.

The Cube International group officially opens new HQ in Worcester

The Cube International group officially opens new HQ in Worcester

official cube hq opening with Perry the B2022 official mascot, the mayor of Worcester and Cube's CEO

The Cube International group officially opens new HQ in Worcester

We’re delighted to have officially opened our new HQ in Worcester today. The new office and 45,000 sqft warehouse facility was jointly opened by the Mayor of Worcester, Councillor Stephen Hodgson, Perry the Bull, the Birmingham 2022 Commonwealth Games mascot, and Cube International’s CEO, Ed Boardman.

A host of local, national and international business and sports representatives, and the Cube group’s 60+ employees were also in attendance.

Read full Press Release below: 

Cube International officially opens new HQ in Worcester

Worcester, 25th March 2022: Cube International officially opened its new 45,000 sqft facility in Worcester today, in response to the group’s national and international business growth.

The facility was opened jointly by the Mayor of Worcester, Councillor Stephen Hodgson, Perry the Bull, the Birmingham 2022 Commonwealth Games mascot, and Cube International’s CEO, Ed Boardman, supported by a host of local, national and international business representatives celebrating this major step forward for the Cube group.

The new facility will bring together several areas of the business, providing for a far better integrated and co-ordinated solution for clients and partners, and offering a more efficient model of working. The warehouse embraces new technology to enhance Cube’s already solid sustainability credentials and will play a key role in providing a cleaner, greener and healthier way to work.

Unlike many of its contemporary companies in the sport events industry, Cube has been able to respond quickly and decisively during the Covid crisis, replacing typical event work with consultation, planning and the installing of Covid test centres, laboratories, and its innovative hand sanitiser walls.

Covid was, and remains, a huge challenge, but as a business Cube had the foresight to adapt and used its agility and speed of response, both necessary components, to succeed in the world of sport and events.

Ed Boardman, Cube International’s CEO, said: “The opening of our new HQ in Worcester is an important development in the growth of the Cube International business and an important step in delivering our ambitious growth plans. Our new facility will also allow us to enhance our efficiency and sustainability within the sports industry and enable us to integrate our group more effectively. It is a big step forward as we grow our national and international footprint to best serve our clients and partners.”

The Mayor of Worcester, Councillor Stephen Hodgson, said: “It was a real pleasure to be part of the opening of Cube’s Head Quarters today. It was great to come to their new facility in Worcester and see what they do. I wish them the greatest success for the years to come.”

The Commonwealth Games, to be held in Birmingham this year, has been a major catalyst in the decision to move to Worcester, where the warehouse element will be used to manage the on-event retail programme for the Games, providing stock management and logistics. As a business Cube has recently trebled its head count and will, during the Games, employ more than 50 Megastore employees from June to the end of the Games, as well as 1,000 event retail staff across all the Games venues and villages.

David Leather, CGF Partnership’s CEO said: “Seeing the impact of the Birmingham 2022 Commonwealth Games through the attraction of new business to the region, local business growth and enhanced jobs and skills opportunities in the West Midlands, truly demonstrates the legacy hosting the Commonwealth Games can have on a region. With less than 150 days to go until the Games, it is wonderful to see Cube, our Official Master Licensee, bring even greater benefits to the region for Games time and beyond.”

Cube, living evidence of Birmingham 2022’s commitment to using local businesses and resource, will leave behind a real legacy of employment and further development. Cube also recognises the value of the region’s major education institutes and has developed strong relationships with the local region’s universities and colleges, offering work placements, internships, and apprenticeship programmes.

-ENDS-

About Cube International

Cube International is ‘all about sport’, a group of companies embracing two core values: to reimagine and to collaborate. It offers a diverse range of services, including the Cube Partnership programme, one of the leading licensing, merchandising and retail specialists in the world, counting the Birmingham 2022 Commonwealth Games, the Rugby League World Cup 2021, Aston Martin F1, the 2023 Solheim Cup and Williams Racing as some of its clients. Cube Modular, the portable building division of the group, is the exclusive European distributor of Continest, manufacturers of the world’s most sustainable, foldable container, a product that offers an impressive 80% CO2 emissions reduction against standard container use. Both businesses are supported by Cube Management, a well-established event operations and services business, which works in a wide range of sports including F1, NFL, UEFA, cricket and golf.

Appreciating the significant contribution of sport to the business and its team, the Cube International group also manages and supports the Women’s Sports Alliance and is currently in the process of establishing the Disability Sports Alliance, both celebrating the success and development of access, participation and awareness in the world of sport.

cube-hq-opening-day-welcoming-guests
cube-hq-opening-day-merchandise-stand
cube-hq-opening-day-caboose-unit
cube-hq-opening-day-elonex-digital-display

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.

Cube Launches Official Aston Martin Aramco Cognizant Formula One™ Team 2022 Collection

Cube Launches Official Aston Martin Aramco Cognizant Formula One™ Team 2022 Collection

Official Aston Martin Aramco Cognizant Formula One™ Team 2022 Collection

Cube Launches Official Aston Martin Aramco Cognizant Formula One™ Team 2022 Collection

Cube Partnership, the Official E-Commerce Partner of Aston Martin Aramco Cognizant Formula One™ Team (AMF1), has launched the new 2022 Official Team Collection on the Official AMF1 Online Store.

Cube, now entering its second year of the company’s partnership with AMF1 after a highly successful first season of collaboration, will continue to deliver a world-class e-commerce experience for fans throughout 2022.

Cube has worked with AMF1 on a joint marketing plan using an exclusive launch window for I/AM members, giving them 24 hours’ access before launching to market.

Cube Partnership’s Design & Creative Team conceived and delivered the creative for the launch, including a photo and video shoot with AMF1 team driver Lance Stroll.

 Official Aston Martin Aramco Cognizant Formula One™ Team 2022 Collection

With a global AMF1 fanbase, Cube offers the team’s fans a worldwide e-commerce experience, including multiple currencies, payment methods and global shipping. The latter includes full global tracking to all countries and a Delivered Duties Paid (DDP) service to EU countries, which removes any post-Brexit delivery challenges. In essence, any AMF1 fan will only need to place their order online and Cube will take care of the rest.

Matthew Chapman, Head of Licensing & Merchandise. Aston Martin Aramco Cognizant Formula One™ Team, said: “For any business, quick, easy and efficient service is a key element for delivering customer satisfaction, and I’m convinced that we have every element covered with Cube Partnership. As we head into the second year of our partnership, we continue to go from strength to strength together, and I’m very much looking forward to working on more exciting fan campaigns throughout this season.”

 Official Aston Martin Aramco Cognizant Formula One™ Team 2022 Collection

Chris Bailes, Cube Partnership’s Trading Director, added: “Our partnership with Aston Martin Aramco Cognizant Formula One™ Team encapsulates everything that Cube Partnership strives to be – great product supported by outstanding marketing, delivered on a world-class platform that can serve fans all around the world. All of this is underpinned by a great partnership with AMF1 which allows us to work collaboratively on delivering for their fans.

“We had an excellent first few days of trading, which reflected the effort that was put into the launch campaign and the strides that AMF1 have made in growing their fanbase since we launched 12 months ago.”

Visit the AMF1 store

Official Aston Martin Aramco Cognizant Formula One™ Team 2022 Collection
Official Aston Martin Aramco Cognizant Formula One™ Team 2022 Collection

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.