Businesses are being invited to take part in the process of acquiring licensing and merchandising rights to produce and sell official Birmingham 2022 and Commonwealth Sport branded products in the run-up to the Commonwealth Games.

In DetailCGF Partnerships (CGFP), which is a subsidiary of the Commonwealth Games Federation, is seeking expressions of interest to acquire the rights to manufacture and sell products bearing the Birmingham 2022, Commonwealth Sport, and Home Nations brands.The first opportunities include a master licensee who will also appoint a number of sub-licensees who together will design, source, deliver and sell an extensive range of branded products at Birmingham 2022 official shops, online and through other approved retailers.

A separate license is available to design, source, deliver and sell a range of plush soft toys to celebrate the Birmingham 2022 Commonwealth Games, the largest sports and culture event ever to be held in the West Midlands.

An ecommerce licensee partner will also be sought to build and operate an online shop to sell official licensed products through the website.

CGFP and the Birmingham 2022 Organising Committee are looking for businesses large and small who are interested in demonstrating their capability in any or all of these areas.

David Leather, CEO of CGF Partnerships, 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.”

Ian Reid, Chief Executive Officer for Birmingham 2022, 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.”

Interested parties for the three opportunities mentioned above are being asked to register interest through the Delta e-portal and fill in a selection questionnaire. Registration of interest through the submission of a completed selection questionnaire will close on 26th June 2020.

Any wider licensing enquiries beyond those highlighted above can be sent to This email address is being protected from spambots. You need JavaScript enabled to view it..

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