CSM Live, the branding and live experience division of CSM Sport and Entertainment, has been appointed as the Official Provider of Look, Wayfinding and Signage for the Birmingham 2022 Commonwealth Games.
Following a competitive tender process, CSM Live will be responsible for scoping, producing, installing and de-rigging all elements of venue dressing at competition and non-competition venues. This remit includes the Look and Feel, field of play branding, wayfinding and information signage, sponsor recognition, media treatments and Host City dressing, applying relevant experience from previous multi-sport events including the Glasgow 2014 Commonwealth Games.
In line with Birmingham 2022’s sustainability pledge, which includes plans to deliver the first ever carbon-neutral Commonwealth Games, CSM Live will work to design and provide an entirely sustainable solution, maximising the re-use of the hardware with the aspiration that none of the produced materials goes to waste after the Games.
CSM Live has also committed to work with local companies, suppliers and staff on the programme with a target to procure over 65% of its requirements locally, in order to deliver tangible benefits to the business community in the region.
Working alongside the Birmingham 2022 Organising Committee, venue scoping will begin immediately, with production due to commence in the early stages of next year. CSM Live will also engage with local students on the design process for the Wayfinding and Signage programme.
The Birmingham 2022 Commonwealth Games will see athletes from 72 nations and territories compete in 19 sports across 14 competition venues from 28 July until 8 August 2022. The event is expected to have a global TV audience of 1.5 billion and attract more than one million spectators.
Giles Stanford, Director, Global Events at CSM Live, said: “We are thrilled to be working with Birmingham 2022 as we seek to deliver a sustainable, innovative and carbon-friendly Commonwealth Games. We have a strong pedigree in providing sustainable branding solutions for major events and combined with the expertise of the local business community, we hope to deliver a spectacular event for all those involved.”
Ian Reid, Chief Executive Officer of Birmingham 2022, said: “It is fantastic to have CSM Live join us as our Official Provider of Look, Wayfinding and Signage for Birmingham 2022. With a strong track record of working on major sporting events, I know we can rely on their expertise to help us deliver the most sustainable Commonwealth Games to date. In addition to their work on competition venues, CSM Live will also be working with us on our community engagement activities, which will support us developing positive relationships within local communities across the West Midlands.”
Commonwealth Games Federation President Dame Louise Martin said: “With CSM Live, we have the ideal partner to deliver the look and feel for the Birmingham 2022 Commonwealth Games. I am delighted by the important pledge from CSM Live to ensure that no product used in its operations will go to waste after the Games.
A further commitment to work with local companies will ensure there will be positive benefits for the West Midlands from the Games. My thanks also goes to our CGF Partnerships (CGFP) team as they continue bring on board world-leading organisations to support the delivery of Birmingham 2022 as well as our long-term ambitions.”