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Birmingham 2022 seeks licensing partners and e-commerce provider

Ian Reid, chief executive Birmingham 2022 Commonwealth Games (Photo by Miles Willis/Getty Images for Birmingham 2022)

The organisers of the Birmingham 2022 Commonwealth Games are inviting expressions of interest for the merchandising and licensing rights to sell official Birmingham 2022 and Commonwealth Sport-branded products.

The process is being run by CGF Partnerships, the Commonwealth Games Federation’s joint venture with the Lagardère Sports Agency which aims to provide host cities with more commercial guidance so that they can maximise their association with the event.

A statement from Birmingham 2022 called on interested parties to register their interest in the rights to “manufacture and sell products bearing the Birmingham 2022, Commonwealth Sport, and Home Nations brands”.

The tender includes an opportunity for a master licensee who would be responsible for appointing a number of sub-licensees to “source, deliver and sell an extensive range of branded products at Birmingham 2022 official shops, online and through other approved retailers”.

A further separate license is available to design, source and deliver a range of soft toys to celebrate Birmingham 2022.

The organisers are also seeking an e-commerce licensee to build and operate an online shop to sell official licensed products on the Birmingham2022.com website.

David Leather, chief executive of CGF Partnerships, said: “There is no limit to the range of products that we could grant a license for. This process is open to everyone and we would encourage applicants to think creatively.”

The UK government wants to use Birmingham 2022 to promote international trade following the country’s exit from the European union. This point was reinforced by Ian Reid, chief executive officer for Birmingham 2022 (pictured), who also emphasised the importance of delivering the programme sustainably.

Reid said: “The Birmingham 2022 brand is an amazing showcase for the city and the West Midlands region to the world. As excitement builds towards the Games, it’s important that we prioritise innovation and sustainability in every product, whether that’s a toy mascot or a reusable coffee cup.

“We’re looking for partners that are as committed as we are to reduce packaging and waste, source materials efficiently, commit to reusable and recyclable materials and minimise the carbon footprint of our products.

“I want to encourage West Midlands businesses, as well as international firms with expertise in this field, to come up with creative product ideas that put Birmingham 2022 firmly on the global stage and help the region to grow and succeed.”

Parties are asked to register their interest in the licensing programme and fill in a selection questionnaire here. The process will close on 26th June 2020.