CSM Live secures Birmingham 2022 contract

CSM Live, the branding and live experience division of the CSM Sport and Entertainment agency, 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 for the multi-sport event in the English city.

This remit includes the look and feel, field of play branding, wayfinding and information signage, sponsor recognition, media treatments and host city dressing, with CSM Live set to apply 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.

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.

Giles Stanford, director of 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, CEO of Birmingham 2022, added: “With a strong track record of working on major sporting events, I know we can rely on their (CSM Live’s) 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.”

Birmingham’s Commonwealth Games is set to run from July 28 to August 8, 2022. In July, it was revealed that the completion date for Alexander Stadium, which will serve as the centrepiece of the Games, has been pushed back to April 2022, just three months before the event is due to start.

The £72m (€83.6m/$101.5m) project will see the stadium’s capacity permanently increase from 12,700 to 18,000, with temporary seating for up to 40,000 spectators during major events. Work had initially been due to finish in late 2021.

Proposals to transform Ricoh Arena ahead of the Games progressed after stadium chiefs last month unveiled plans to construct a new entrance and convention centre.

Wasps Group submitted a planning application to Coventry City Council to develop a pavilion entrance at the south side of the venue, along with a state-of-the-art Commonwealth Convention Centre in the venue’s existing lower halls ahead of the sporting events it will host at Birmingham 2022.

The existing 6,000 square metre indoor arena will undergo cosmetic refurbishments in preparations for hosting judo and wrestling at the Commonwealth Games, while additional food and beverage offerings are also being introduced in the venue atrium.