B2022 COMMONWEALTH GAMES
Cube x B2022 Commonwealth Games
Cube International was announced as Master Licensee of the B2022 Commonwealth Games in February 2021, appointed to design, license, and retail a comprehensive range of official Birmingham 2022 and Commonwealth Sport products at official Birmingham 2022 shops, other local and national retail outlets and via the dedicated online shop.
A full collaboration between the Cube International group of companies ensued, including the design and manufacture of official merchandise products by Cube’s creative team, the build and management of a dedicated B2022 online shop by Cube’s digital team, the build of the megastore and other venue retail outlets by Cube Management‘s installation team and the supply of branded sustainable portable modular shops by Cube Modular. In addition, Cube Partnership’s on-event retail division recruited and managed 700+ sales staff, operating 42 retail stores across 21 venues and 3 athletes’ villages.
A full retail and merch programme:
- 1 Global Online Store
- 2m+ Online Visitors
- 1 Birmingham Central Megastore
- BBC TV Studio (above Megastore)
- 2 City Centre Retail Stores
- 42 Venue Retail Outlets
- 700+ Retail Staff
- 680 Products – The Widest CWG Merchandise Range to Date
- 100% Sustainable Packaging
In total, Cube developed and sold 680+ merchandise products, featuring Birmingham 2022, Commonwealth Sport and Home Nations branding – the widest Commonwealth Games merchandise range to date. The first phase of merchandise included hoodies, t-shirts, mugs, water bottles and pin badges went on sale in the summer of 2021. An exclusive range for the Birmingham 2022 Official Mascot, Perry, followed shortly.
Overall, 45 official retail stores were set up in the city centre including transport hubs, games venues and temporary live sites. In November 2021, the first Official Retail Store for Birmingham 2022 Commonwealth Games, a 3,200ft² store dedicated to all things B2022, was opened at Hammerson’s Bullring Estate, located on New Street by the iconic Bullring. In total more than 700 retail and merchandise jobs were created, generally recruited 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.
Last, but certainly not least, the Cube Management infrastructure team was responsible for the build of the B2022 CWG Megastore in Centenary Square in the heart of Birmingham. A structure completed and officially launched in July 2022, housing not only the biggest CWG store in Birmingham, but also the official BBC studios, home to the BBC CWG throughout the event, with enviable views across Birmingham Centre.
In line with Birmingham 2022 and Commonwealth Sport’s social value commitments, the range of products and the stores that they were sold in had a strong commitment to sustainability, which focused on limiting single use plastics, responsibly managing waste materials, and reducing carbon emissions. We managed to achieve this by having 100% sustainable packaging for everything that was sold throughout the games.
Part of the Cube International group, Cube Modular designs and manufactures modular portable buildings and containers of exceptional design, quality and functionality for sports events, venues, stadia and businesses.