Birmingham 2022 Appoints Cube International For Merchandise Design

Birmingham 2022 and Commonwealth Games Federation Partnerships have appointed Cube International as the master licensee responsible for designing, sourcing, delivering and retailing licensed products.

Some 1,500 products will be developed and sold, featuring Birmingham 2022, Commonwealth Sport and Home Nations branding in the build-up to the games. 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. 

“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,” said Ian Reid, CEO, Birmingham 2022.

“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!”

Andy Moss, Executive Chairman, Cube International added: “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.”

Cube International’s work with the Birmingham 2022 Commonwealth Games adds to their current partnership with Rugby League World Cup 2021 as well as previous partnership with Cricket World Cups. It has also worked with the likes of the NHS and Sainsbury’s.