SPORTS EVENTS SPECIALIST OPENS WORCESTER HQ

Spectator sports events specialist Cube International, the master franchisee for the upcoming Birmingham Commonwealth Games has opened its new 45,000 sq ft facility in Worcester.

Cube specialises in sports retail merchandising and supports the planning and implementation of experiential campaigns.

The firm recently secured some major contracts, becoming an official partner of both the Commonwealth Games and the Rugby League World Cup.

It is also the e-commerce partner of the Aston Martin Cognizant Formula One Team and international women's golf tournament, the Solheim Cup 2023.

During the Covid-19 pandemic, Cube International provided testing facilities at sites including Heathrow Airport, NHS hospitals, supermarkets and nursing homes.

Ed Boardman, Cube International’s CEO, said: “Our new facility will also allow us to enhance our efficiency and sustainability within the sports industry and enable us to integrate our group more effectively. It is a big step forward as we grow our national and international footprint.”

The Mayor of Worcester, Councillor Stephen Hodgson, said: “It was a real pleasure to be part of the opening of Cube’s headquarters. It was great to come to their new facility in Worcester and see what they do. I wish them the greatest success for the years to come.”

The Commonwealth Games, to be held in Birmingham this summer, was a major catalyst in the decision to move to Worcester, where the warehouse element will be used to manage the on-event retail programme for the Games, providing stock management and logistics.

David Leather, CGF Partnership’s CEO said: “Seeing the impact of the Birmingham 2022 Commonwealth Games through the attraction of new business to the region, local business growth and enhanced jobs and skills opportunities in the West Midlands, demonstrates the legacy hosting the Commonwealth Games can have on a region.”