Opportunities available include master licensee, plush soft toy partner and an ecommerce licensee partner.
With 2020’s sporting calendar not playing out as planned, licensing companies are being given the chance to look ahead to 2022 and the Commonwealth Games, with the process to acquire merchandise and licensing rights for Birmingham 2022 now open.
CGF Partnerships – 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 which will also appoint a number of sub-licensees to design, source, deliver and sell an extensive range of branded products at Birmingham 2022 official shops, online and through other approved retailers.
A separate licence is available for plush soft toys celebrating the games, which will be the largest sports and culture event ever to be held in the West Midlands.
An ecommerce licensee partner is also being sought to build and operate an online shop to sell officially licensed products through the Birmingham2022.com website.
“Birmingham 2022 has already established itself as a force for celebrating all that is good about the West Midlands,” said David Leather, ceo of CGF Partnerships. “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 licence for. This process is open to everyone and we would encourage applicants to think creatively.”
Ian Reid, ceo of Birmingham 2022, added: “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.”
Ian continued: “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 June 26, 2020.
Any wider licensing enquiries beyond those highlighted above can be sent to licensing@cgfpartnerships.com.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
