Sector Focus
Sport The Business of Sport Firm to deliver Games merchandise
A Midlands firm has been appointed to design, license, and retail a comprehensive range of official Birmingham 2022 and Commonwealth Sport products, with the first due to go on sale online in the next couple of months. The Games organisers have
appointed Cube International, with offices in both Herefordshire and Worcestershire, as the master licensee responsible for designing, sourcing, delivering and retailing licensed products at official Birmingham 2022 shops, other local and national retail outlets and via a dedicated online shop.
‘Our retail offering will help to bring the Games to life’
Around 1,500 products will be
developed and sold, featuring Birmingham 2022, Commonwealth Sport and Home Nations branding. A first phase of merchandise,
including hoodies and t-shirts, mugs, water bottles and pin badges will be the first to go on sale. Cube International will also create
exclusive ranges for the Birmingham 2022 official mascot, which will be unveiled later this year.
It’s all in the game: Team England netballer Ama Agbeze, gymnast Dom Cunningham and rhythmic gymnast Mimi Cesa Around 35 official retail stores
will be set up, including a Birmingham city centre megastore, and at a number of other city centre locations, transport hubs, Games venues and temporary live sites. Cube International will also be responsible for building and operating the official online store. The retail stores will employ
around 300 people, with staff recruited where possible 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. Roles will include customer
service, security and warehousing positions. In addition to these official retail stores, other local and national retailers are being encouraged to register their
Sports grad wins competition
A Birmingham City University graduate has won a research competition run by the professional body for sport and exercise in the UK. Wee Lun Foo (pictured, centre),
who graduated from the university last year with a BSc in Sports and Exercise Nutrition, won the British Association of Sport and Exercise Sciences (BASES) ‘Undergraduate Dissertation of the Year Award 2020’ for his research, which looked at the effect of carbohydrate-caffeine mouth rinsing on the performance of amateur footballers. Wee Lun was in the third and final year of his degree
when he carried out his research and submitted his paper. He was among the first group of students to enrol on the course, which has only been running for three years, and is the first student from the university to win the hotly-contested competition. Judges chose Wee Lun’s paper as their winning
entry based on the quality of his research, which explored how individuals respond to mouth rinsing carbohydrate, caffeine, or the two combined in simulated football match play.
66 CHAMBERLINK March 2021 This is a strategy commonly
employed at the very top of the game, and could provide the small gains required to win in the latter end of matches. Having beaten entrants from
across the country to land the prize, Wee Lun has been rewarded with an all-expenses paid trip to present his paper to his peers at the 2021 BASES student conference. He said: “I’m delighted to have
won this award. It’s been great to have my work recognised nationally by professional experts in the field.” Dr Lewis Gough, lecturer in sports exercise,
physiology and nutrition at Birmingham City University, said of his former student’s success: “We’re immensely proud of Wee Lun’s achievement and congratulate him on winning what is a very prestigious award for those of us who work and study within the field of exercise and nutrition. “His dissertation is an excellent piece of research
and the BASES award is testament to the quality of his work.”
interest in selling Commonwealth Games products. Ian Reid, Birmingham 2022 chief
executive, said: “Our retail offering will help to bring the Games to life, building excitement as Birmingham 2022 draws closer. It will also help to support the West Midlands’ economic recovery as we recruit around 300 people to work in our retail outlets in the run up to the Games.”
BCFA tackles climate change
Birmingham County Football Association (BCFA) has been accepted to join the United Nations’ Sports for Climate Action initiative. The soccer body has signed up
to the UN’s Sports for Climate Action Framework. The Sports for Climate Action
initiative calls on sporting organisations to acknowledge the contribution of the sports sector to climate change, and strive towards climate neutrality for a safer planet. BCFA says that it will strive to
promote sustainability and help reduce the overall impact of sport on the environment. Birmingham County FA’s
business insight manager Richard Lindsay said: “Birmingham County FA are proud to have been accepted by the UN’s Sport for Climate Action and we understand our responsibility in creating a healthier and more sustainable game for generations to enjoy.”
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