Birmingham 2022 official merchandise to go on sale after firm appointed to develop and retail product range
A Midlands firm 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.
Birmingham 2022 and CGF Partnerships have appointed Cube International, with offices in both Herefordshire and Worcestershire, as the master licensee responsible for designing, sourcing, delivering and retailing licensed products at official Birmingham 2022 shops, local and national retail outlets and the dedicated online shop.
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.
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.”
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.
