2022 Commonwealth Games licensing rights on offer

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Licensing and merchandising rights to produce and sell official products for the 2022 Commonwealth Games in Birmingham are now up for grabs.

West Midlands businesses are being invited to take part in a new tender process to acquire the rights to manufacture and sell items bearing the Birmingham 2022, Commonwealth Sport and home nations branding.

The first opportunities include a master licensee which will appoint a number of sub-licensees.

Together, they will design, source, deliver and sell an extensive range of branded products at official shops, online and through approved retailers.

A separate license is available to design, source, deliver and sell a range of soft toys to celebrate the 2022 Commonwealth Games.

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An e-commerce licensee is also being sought to build and operate an online shop to sell official licensed products through the Birmingham2022.com website.

The tender has been launched as organisers of the sporting spectacle announce it will start a day later than originally planned.

The games’ opening ceremony will now be held on July 28 and it will close on August 8 because covid-19 has forced other events to rearrange, meaning there will be a busier than expected sporting calendar in summer 2022.

Moving by a day means that there will be two full weekends of sporting action.

David Leather is chief executive of CGF Partnerships which is part of the Commonwealth Games Federation.

He said: “Birmingham 2022 has already established itself as a force for celebrating all that is good about the West Midlands.

“Building on this strong brand identity will generate a real buzz in the run up to the games and bring people along on the journey of the host city.

“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.”

Birmingham 2022 Commonwealth Games

Ian Reid, chief executive for Birmingham 2022, added: “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 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.”

Businesses must register their interest by June 26 via Delta eSourcing here and any other licensing enquiries can be sent to licensing@cgfpartnerships.com.


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