Birmingham 2022 Announces Partnerships With Pwc And Csm Live

The Birmingham 2022 Commonwealth Games has signed new partnerships with PwC and CSM Live as it builds up to staging the event next summer.

CSM Live, the branding and live experience division of CSM Sport and Entertainment, has been appointed as the Official Provider of Look, Wayfinding and Signage for the Games, while PwC has become its Official Supplier of Professional Advisory Services.

Following a competitive tender process, CSM Live will be tasked with scoping, producing, installing and de-rigging all elements of venue dressing at competition and non-competition venues. The company will be responsible for the look and feel, field of play branding, wayfinding and information signage, sponsor recognition, media treatments and Host City dressing. 

It previously worked on a similar brief for the Glasgow 2014 Commonwealth Games, and in line with Birmingham 2022’s goals, it will prioritise sustainability – maximising the re-use of the hardware and aiming that no materials go waste after the Games – and working with local companies – where it will aim to procure 65% of its required materials from local companies.

Birmingham 2022 CEO Ian Reid (pictured above with Birmingham 2022 Director of Legacy, Nicola Turner and PwC Chairman Kevin Ellis), said: “It is fantastic to have CSM Live join us as our Official Provider of Look, Wayfinding and Signage for Birmingham 2022. With a strong track record of working on major sporting events, I know we can rely on their expertise to help us deliver the most sustainable Commonwealth Games to date. In addition to their work on competition venues, CSM Live will also be working with us on our community engagement activities, which will support us developing positive relationships within local communities across the West Midlands.”

Giles Stanford, Director, Global Events at CSM Live, added: “We are thrilled to be working with Birmingham 2022 as we seek to deliver a sustainable, innovative and carbon-friendly Commonwealth Games. We have a strong pedigree in providing sustainable branding solutions for major events and combined with the expertise of the local business community, we hope to deliver a spectacular event for all those involved.”

PwC UK, meanwhile, will provide professional advisory services, as well as working with local charities and non-profit organisations to maximise the social and environmental impact of the Games.

The organisation employs some 3,000 people in the Midlands.

John Crabtree, Chairman of Birmingham 2022, said: “Welcoming PwC on board marks a great milestone. Not only do they deliver outstanding services and uphold the highest of standards, they share a set of values with us that seek to deliver benefits and contribute to society. We’re excited to be working together and will be developing plans that will contribute to our mission to be a catalyst for change.

“We have just a little over one year to go to the opening ceremony of the Games, the momentum is firmly with us. As we ramp up our delivery and overcome a challenging period, we look forward to the hope, opportunities, and excitement that these Games are bringing.”