Imported ImageWest Midlands businesses are being invited to take part in the process of acquiring licensing and merchandising rights to produce and sell official Birmingham 2022 branded products in the run up to the Commonwealth Games.

CGF Partnerships (CGFP), 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 soft toys to celebrate the Birmingham 2022 Commonwealth Games.

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

The CGFP and Birmingham 2022 Organising Committee are looking to hear from SMEs based in the West Midlands 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 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.”