Cube Brings Award-Winning Event Retail Infrastructure Solutions to RLWC2021

As the RLWC2021 came to an end in November, we take a look back at our journey through what has been the biggest and best Rugby League World Cup ever!

When the Cube International group announced its partnership with RLWC2021 as the event’s Official Retail Partner in 2020, the Cube team were all set to bring a full, best in-class, merchandise, and retail programme to the event, including the operation of bespoke official merchandise stores at each of the 61 matches across the men’s, women’s, and wheelchair tournaments. The three tournaments, were to be held together for the first time in the tournament’s history, and planned to take place across 21 venues throughout England.

rlwc2021 logo

Due to the COVID-19 pandemic, the tournament had to be postponed for year, making the event officially open on 15th October 2022. Despite the year’s delay, the Cube group worked in close collaboration with the RLWC2021 team throughout. Both Cube Partnership, Cube’s expert sports retail, ecommerce, licensing and merchandise division and Cube Management, Cube’s well-established event operations, infrastructure and services business, joined the Cube Modular team in providing a full online and onsite retail and merchandise programme for the RLWC2021.

Cube Partnership built its RLWC2021 product propositions around the tournaments’ official branded suppliers including replica jerseys from the thirty-two competing nations, complemented by additional ranges of Cube-designed own-label collections. The official merchandise collections have been available on the Cube-operated official RLWC2021 online store since September 2020 and were on sale at all the tournament’s venues and stadia.

rlwc 2021 merch

The onsite merchandise programme, managed by Cube Partnership’s retail ops team, included 5 managers, 3 retail teams and 170 sales assistants, and brought official merchandise products to fans and visitors across the tournament venues for the duration of the event. Cube Management managed the installation of all the fully branded shops, working in close collaboration with Cube Modular, the suppliers of the units. For maximum installation efficiency, the Management team based its operations in Oldham for two months, a central location close to all the venues, where the units were built, stored and transported to and from each stadium venue.

cube at rlwc2021
cube at rlwc2021
rlwc2021 merch
rlwc2021 cube team

In addition, the Women’s Sports Alliance, also part of the Cube International group, gave the event a global story telling platform, bringing to light some of the most inspirational female players’ stories, profiling their journey before and during the event. The WSA successfully managed to build hype not only around the teams, but also the whole tournament, including championing the inclusivity element of the tournament through creatives, including film, photography and journalism.

For the finals held at Old Trafford, Manchester, Cube showcased its award-winning new innovation Cube Sight & Sound – a new event, stadium and venue retail solution, incorporating a large format video screen situated above one of its retail, merchandise or F&B modular portable buildings. Bringing promotional, activation and revenue-making opportunities, the unit perfectly demonstrated its brand activation, product visualisation and information sharing capabilities at live events. 

Andy Smith, Cube Partnership’s Retail Director, said: “We were thrilled to be involved in the RLWC2021, the pinnacle event of rugby league. The onsite retail programme may have been complex, as it included the three tournaments in one combined schedule with 58 stores at 21 venues and over 170 staff, but we are so pleased that it was a success and that we have been a part of its legacy in making it the ‘biggest and best’ Rugby League World Cup ever.”

Brandon Weston, Cube Modular’s MD, added: “It was great to see our sustainable retail units being utilised at this major, global, and celebrated event. It was another fabulous demonstration of just how versatile Cube Modular’s range of units can be, and how they can be transported from venue to venue in a short space of time. A true showcase of their incredibly flexible nature!”

Harry Lonsdale, Cube Management’s Project Manager, concluded: “A lot of preparation went into the planning of this globally renowned event. With the busy logistical nature of the tournaments over the different venues, Cube was proud to showcase all the different retail outlets and merchandise propositions that it can offer and its operational, logistical and installation expertise. I can’t believe the tournaments are already over!”

Cube Modular designs and manufactures modular portable buildings and containers of exceptional design, quality and functionality for sports events, venues, stadia and businesses. 

B2022 Commonwealth Games

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.

b2022 store
cwg megastore

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. 

b2022 store
b2022 megastore
b2022 store
b2022 store

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. 

Cube International in front of B2022 CWG Megastore

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.

b2022 logo

Cube Modular designs and manufactures modular portable buildings and containers of exceptional design, quality and functionality for sports events, venues, stadia and businesses. 

Summer 2022 Festivals & Events

Summer 2022 Festivals & Events


We have had our busiest summer to date!

The success of our sales team at the beginning of the year has resulted in Cube Modular’s busiest summer yet! We’ve supplied portable buildings to events and festivals throughout the UK and beyond. In total over 1,000 units were delivered to more than 40 festivals, music concerts and sporting events in the UK. Some of the household named events included the Chelsea Flower Show, Boardmasters and the 2022 Birmingham Commonwealth Games.

cube modular festival & event UK map


  • Over 1,000 units have been delivered to more than 40 festivals, concerts and sporting events
  • From 4 festivals alone, 112 trucks were taken off UK roads
  • Total carbon emission savings of 60,000kg this summer

Portable Infrastructure

Our sustainable, foldable units, proved particularly popular this summer and have, yet again, been in constant demand at venues and festivals across the UK and beyond. These versatile, highly flexible cabins were utilised in numerous ways, including as merchandise units, retail outlets, F&B units, ticket booths, admin offices, box offices and dressing rooms.

Continest at the R&A golf event
Continest Bar and Catering Units at the Birmingham Commonwealth Games 2022

Pop-Up Accommodation

Our glam Caboose fleet units provided crews, guests and VIPs with luxury on-site ensuite accommodation. Including showers, sun terraces and available as twin or double bed configurations, the sleeping pods were  installed at many events. including Brockwell Park, Download Festival, Glastonbury, the Big Festival and the Royal International Air Tattoo Show.

Caboose rocket accommodation units
Caboose rocket accommodation units

Glamping Pods

The Snoozy glamping pod range has also been successfully installed at several events, with baby changing units and ticket office pods joining the range alongside the sleeping pod model this year. The ticket office units made their debut at the British Grand Prix earlier this summer.

Cube Modular Snoozy Glamping Pods 2022
ticket pod at the british grand prix

Cube Modular designs and manufactures modular portable buildings and containers of exceptional design, quality and functionality for sports events, venues, stadia and businesses. 

British Grand Prix 2021

British Grand Prix 2021


The British Grand Prix Benefits From Cube’s Multi-Functional Services

For the British Grand Prix at Silverstone, held on 17th and 18th July 2021, the Cube International group provided a variety of services and products, including:

  • A VIP shopping experience for Aston Martin Cognizant F1 team’s fans and guests
  • An online POS for fans wishing to place online orders to purchase items not in stock at the event
  • A boutique modular pop up shop at Aston Martin F1’s HQ, for fans and VIPs looking to purchase the latest Aston Martin F1 apparel
  • 400 Tensile Barriers for Silverstone Circuit
  • Covid Admin Facilities for staff at Silverstone’s hospitality & catering company, Do & Co
  • A portable modular cap stand unit for Silverstone’s official merchandiser, Stichd

As an all-encompassing global sports business providing holistic solutions for many major sports events, the Cube International group offers a complete end to end service, from initial concepts and designs to ecommerce and on event retail expertise. The Cube group’s collaboration at the British Grand Prix, included:

  • Cube Partnership, the sports retail experts and Official E-Commerce Partner of Aston Martin F1
  • Cube Modular, the group’s innovative modular building provider and exclusive international sporting events rights holder of Continest containers
  • Cube Management, the group’s world-renowned event management and event services company


Sail GP

Cube Modular designs and manufactures modular portable buildings and containers of exceptional design, quality and functionality for sports events, venues, stadia and businesses. 

Great Britain Sail Grand Prix

Great Britain Sail Grand Prix


Cube Brings Its Sustainable Eco-Friendly Merchandise Unit To Great Britain Sail GP

For the Great Britain Sail Grand Prix, held during the weekend of 17th and 18th July 2021, Cube installed a fully branded popup retail unit in the centre of Plymouth. The unit, located and installed in Plymouth High Street, was a Cube new-to-market bespoke unit, with full roller shutter, branding and shop fit – a complete one stop fan shop solution. Despite restricted access, the city centre was closed for set up during the night, Cube deployed a new Continest unit, an award-winning, market leading, foldable and eco-friendly container merchandise solution, in line with Sail GP’s sustainable credentials.

Continest units are a great solution for any event or venue looking for a pop up retail solution which can be fully branded, fully customised and is designed to help meet sustainability targets due to their foldable container technology.

Initially intended to house both ticket and merchandise sales, the unit’s branding and interior fitting was changed at the last minute to a full 100% merchandise solution, due to all the tickets to the event having been sold in advance.

Sail GP merch unit

About Sail GP

Powered by Nature™, Sail GP is an adrenaline-fueled race with eight teams going head-to-head in iconic venues across the globe for a winner-takes-all $1 million prize.

Sheer emotion, state-of-the-art technology and incredible drama unfolds as elite athletes fly cutting-edge wingsailed catamarans in thrilling close-to-shore races.

The Great Britain Sail Grand Prix in Plymouth saw Australia win the race, beating France and the United States in the winner-takes-all Final on Plymouth Sound.

Sail GP
Sail GP merch unit

Cube Modular designs and manufactures modular portable buildings and containers of exceptional design, quality and functionality for sports events, venues, stadia and businesses.