2022 Commonwealth Games marketing explained

A campaign began in 2017 when Birmingham won its bid to host the 2022 Commonwealth Games.

Emblem

The official emblem was unveiled on 27 July 2019 in Centenary Square, Birmingham, by the Birmingham Organising Committee for the 2022 Commonwealth Games (BOCCG) as part of the Commonwealth Social Festival to commemorate Three Years To Go. The emblem is a jagged, triangular "B" shape formed by blue-yellow gradient lines representing the key venues of the Games in the West Midlands. It was designed by local agency RBL, based in Royal Leamington Spa. This insignia is also the first to use the Commonwealth Games Federation's (CGF) new branding, "Commonwealth Sport". Locals in the city and on social media have mostly reacted positively to it and some compared it to the emblem for the 2012 Summer Olympics.^{[1] [2]}

Sponsors

Longines, a Swiss watchmaker, agreed to be the official partner and timekeeper for the next three editions of the Games, beginning in Birmingham in 2022. The news was made on Commonwealth Day, 9 March 2020, when the CGF, in collaboration with Longines and BOCCG, unveiled the Games's countdown clock in Centenary Square.^{[3] [4]}

On 23 September 2020, BOCCG announced the University of Birmingham as the games' second official partner. The university provided venues and accommodation for the athletes during the events. The agreement also confirmed the university as the official partner of the international leg of the Games's Queen's Baton Relay.^[5]

On 9 March 2022, E.ON was unveiled as the third partner.^[6]

Sponsors of the 2022 Commonwealth Games ^[7]
Partners Chase UK Dettol E.ON UK Longines Severn Trent University of Birmingham
Supporters Aggreko Aruba Networks Canon Inc. Gi Group Spa GL events Gowling WLG North PwC
Providers Airbnb Aston University Biffa Bridj Bruntwood BMet Bullring & Grand Central The Coca-Cola Company (Coca-Cola Zero Sugar) CSM Live Domestic & General DRPG Eleiko EventsAIR FGH Security Fujitsu Incorporatewear MTD Microplus NVT Group OCS PTI Digital RE:ACT RGS Events Rosterfy SLX STING Sports Technnology Wilson James Wiz-Team Kuehne + Nagel Lendlease Suntory (Lucozade) National Grid plc Nivea Riedel Communications Royal Mail Smiths Group (Smiths Detection) Sunset + Vine University College Birmingham Yonex

References

1. News: Birmingham Commonwealth Games logo unveiled. 27 July 2019. 27 July 2019.
2. Web site: Birmingham 2022 launch logo with three years until start of Commonwealth Games. 27 July 2019. www.insidethegames.biz. 27 July 2019.
3. Web site: Wraps come off Birmingham 2020 Commonwealth Games countdown clock. Young. Graham. 9 March 2020. Birmingham Mail. 9 March 2020.
4. Web site: Longines : partner of the Commonwealth Games . 29 April 2022 . www.longines.com . en.
5. Web site: University of Birmingham unveiled as latest official partner of Birmingham 2022. 18 December 2020. University of Birmingham.
6. Web site: E.ON official partner of Birmingham 2022 Commonwealth Games . 29 April 2022 . E.ON official partner of Birmingham 2022 Commonwealth Games .
7. Web site: Partnerships. Birmingham 2022.