A sports promotion business has been appointed to design, license and sell a range of official Birmingham 2022 merchandise.
Cube International, which has offices in Herefordshire and Worcestershire, has been appointed by Birmingham 2022 and CGF Partnerships as the master licensee responsible for designing, sourcing, delivering and retailing licensed products.
Around 300 new jobs will be created to help sell the merchandise at 35 official Birmingham 2022 shops, including a Birmingham city centre megastore and other national and local retailers as well as an online.
A total of 1,500 products featuring Birmingham 2022, Commonwealth Sport and Home Nations branding will be developed and sold, including hoodies and T-shirts, mugs, water bottles and pin badges.
The first products are expected to appear online in the next couple of months.
The firm will also create exclusive ranges for the Birmingham 2022 official mascot which will be unveiled later this year.
Cube International is a specialist in 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.
The company’s appointment comes just a month after the leader of Birmingham City Council Ian Ward warned that it was not certain that the 2022 Commonwealth Games would go ahead.
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 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.”
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Ian Reid, Birmingham 2022 chief executive, added: “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.”