Birmingham 2022

What Birmingham 2022 does

Birmingham Organising Committee for the 2022 Commonwealth Games Ltd ("Birmingham 2022") was a special purpose vehicle established in 2018 to plan and deliver the XXII Commonwealth Games, awarded to Birmingham in December 2017. The Organising Committee was jointly owned by HM Government, Birmingham City Council, the West Midlands Combined Authority, and the Commonwealth Games Federation, with the Birmingham Commonwealth Games Act 2020 providing statutory protections for ticketing, commercial rights, and trading in Games locations. Its core product was the multi-sport event itself, held in July-August 2022 and featuring 4,600 athletes from 72 nations and territories competing in 19 sports and 8 para-sports, supported by a six-month cultural festival, the Queen's Baton Relay, Club 22 hospitality, official merchandise, and the Gen22 youth and United by 2022 community programmes.

The business model combined public funding (from HM Government, Birmingham City Council, and the West Midlands Combined Authority) with commercial revenue generated through CGF Partnerships (a joint venture with Lagardère Sports covering TV rights, licensing, and corporate partnerships), direct ticket sales via tickets.birmingham2022.com, official merchandise through shop.birmingham2022.com, and licensed products. Total public funding committed to venue and infrastructure development reached £778 million, with a further £500 million+ allocated to Perry Barr regeneration and an estimated £1.2 billion economic contribution to the UK economy according to the UK Government's Department for Culture, Media and Sport. Technology was limited to standard event management tooling (Delta eSourcing, volunteer workforce systems, and the official website and results platforms) without disclosed proprietary AI, data, or software differentiation.

The Organising Committee had 501-1,000 employees and mobilised 13,000+ volunteers (Commonwealth Collective). Following the successful delivery of the Games, the company entered voluntary liquidation on 15 March 2023, with PwC partners Emma Cray, Matthew Hammond and Jen Whatcott appointed as joint liquidators of both the Organising Committee and its wholly-owned subsidiary Festival 2022 Limited (trading as UNBOXED). The entity is now closed, and ongoing post-Games activity (Alexander Stadium legacy redevelopment, Commonwealth Forest carbon programme, Birmingham Festival 23) is handled by successor organisations rather than the Organising Committee itself.

Name

Birmingham 2022

Legal name

Birmingham Organising Committee for the 2022 Commonwealth Games Ltd

Website

https://birmingham2022.com

Company type

Private

Founded year

2017

Operating status

Closed

Headcount range

501–1,000 employees

Short description

Birmingham 2022 was the special purpose vehicle that planned and delivered the XXII Commonwealth Games in Birmingham and the West Midlands in July-August 2022. Jointly owned by HM Government, Birmingham City Council, the West Midlands Combined Authority, and the Commonwealth Games Federation, it funded operations through public grants, CGF Partnerships commercial revenue, ticket sales, and merchandise, before entering voluntary liquidation in March 2023.

Ownership category

akta.pro rank

Product category

Multi-Sport Event Organising

NAICS

Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

International Multi-Sport Games Organizing Committees (e.g., Olympics, Commonwealth) (MPAKADAJ)

akta.pro secondary industry

Regional Multi-Sport Games & Festival Organizers (MPAKADAK)

Keywords

• Multi-sport event organizing
• Commonwealth Games delivery
• Sports event ticketing
• Event hospitality services
• Official event merchandise

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Public Funding: The financing of the Games is drawn from public funding through HM Government, Birmingham City Council, and West Midlands Combined Authority
2. Commercial Partnerships: Revenue generated through official commercial partners, sponsors, suppliers and licensees who are offered an exclusive association with Birmingham 2022
3. Ticket Sales: Revenue from spectator tickets for sporting events and ceremonies
4. Merchandise: Sale of official Birmingham 2022 merchandise through the online shop

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Birmingham Organising Committee for the 2022 Commonwealth Games Ltd planned, organised, and delivered the XXII Commonwealth Games held in Birmingham and the West Midlands in July–August 2022, featuring approximately 4,600 athletes from 72 Commonwealth nations and territories competing in 19 sports and 8 para-sports. It also delivered associated services including official ticketing, Club 22 hospitality packages, official merchandise and memorabilia, a six-month cultural festival, the Queen's Baton Relay, the Gen22 youth programme, and the Commonwealth Collective volunteering programme.

Product overview

Birmingham 2022 Commonwealth Games is a major international multi-sport event organizing committee, not a technology product company. The organization delivered the Commonwealth Games featuring approximately 4,600 athletes from 72 nations competing in 19 sports. The core 'products' are the Games event itself and associated services including ticketing, volunteering (Commonwealth Collective with 13,000+ volunteers), the Birmingham 2022 Festival cultural programme, hospitality (Club 22), merchandise, and legacy initiatives such as Gen22 youth programme, Queen's Baton Relay, and United by 2022 community projects. The subsidiary Festival 2022 Limited trades as UNBOXED. The official website serves as an information portal providing access to results, medals, news, photos, and venue information.

Differentiator

Problem solved

Functional benefit

Products and services

• Birmingham 2022 Commonwealth Games The flagship multi-sport event held in Birmingham and the West Midlands, featuring approximately 4,600 athletes from 72 Commonwealth nations and territories competing across 19 sports and 8 para-sports, including Opening and Closing Ceremonies.
• Official Tickets Official ticketing service providing spectator access to sporting events, opening and closing ceremonies, and Games venues.
• Club 22 Hospitality Premium hospitality package offering exclusive access and premium experiences at the Games, sold to corporate clients and individual guests.
• Official Merchandise & Memorabilia Official Games merchandise, memorabilia, and commemorative items sold through the dedicated online shop to consumers and collectors.
• Birmingham 2022 Festival A six-month cultural festival running alongside the sporting event, showcasing Birmingham and West Midlands creativity, delivered in part through the wholly-owned subsidiary Festival 2022 Limited (trading as UNBOXED).

Quantifiable outcome

• £1.2bn economic contribution to UK economy
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Commonwealth Games FederationcoreStrategic or Co-development Partner · 1 December 2017CGF granted Birmingham the right to host the XXII Commonwealth Games in December 2017 and is the organization responsible for the strategic direction of the Commonwealth Games, working with 72 Commonwealth Games Associations across six regions.
• CGF PartnershipscoreStrategic or Co-development PartnerJoint venture between Commonwealth Games Federation and Lagardère Sports established in 2017, identifies sustainable commercial partnerships, embeds resources in Birmingham 2022 delivery teams, and generates commercial income through corporate partnerships, TV rights, licensing and merchandise.
• Commonwealth Sport FoundationcoreStrategic or Co-development PartnerFounded in 2020 as the charitable foundation of Commonwealth Sport Movement, registered charity 1173238 in England and Wales. Official charity of Commonwealth Sport and Birmingham 2022, supporting charities and voluntary organizations for post-pandemic recovery.
• HM GovernmentcoreGTM or Marketing PartnerSponsoring government department providing public funding for the Games
• Birmingham City CouncilcoreStrategic or Co-development PartnerHost city partner responsible for local delivery and coordination of Games preparations
• West Midlands Combined AuthoritycoreStrategic or Co-development PartnerRegional governance body for West Midlands, partner in Games delivery and legacy planning
• Team EnglandcoreStrategic or Co-development PartnerNational Commonwealth Games Association for England, partner in athlete and team coordination
• Commonwealth Games EnglandcoreStrategic or Co-development PartnerPartnership organization working with Birmingham 2022 for Games delivery
• Severn TrentcoreStrategic or Co-development PartnerNature and Carbon Neutral Partner for Birmingham 2022. Severn Trent is one of Britain's largest water companies serving 4.5 million homes and business customers. Partner committed to making Games the most sustainable and lowest carbon ever, planting 2,022 acres of Commonwealth Forest.
• DettolminorGTM or Marketing PartnerOfficial Hygiene Partner of Birmingham 2022. UK's No.1 Disinfectant brand present in 124 countries, helping deliver a hygienically clean Commonwealth Games through Dettol Pro Solutions B2B programme.
• University of BirminghamminorStrategic or Co-development PartnerAcademic partner for air quality research during Games time, with sensors deployed at the University and cooperation on legacy use of Alexander Stadium post-Games
• Canal and Rivers TrustminorStrategic or Co-development PartnerPartnership for United by 2022 initiative, clearing 22 miles of canals through the region
• Forestry CommissionminorStrategic or Co-development PartnerPartner in Commonwealth Forest creation, ensuring woodland creation meets environmental standards
• Transport for West MidlandscoreStrategic or Co-development PartnerResponsible for Games time transport plan, encouraging public transport and active travel to venues

Scale indicators14 records

Recent moves7 records

Expansion highlights6 records

Others

• UK Sport: UK government agency responsible for elite sport funding, including high-performance support to Team England at Birmingham 2022; adjacent strategic partner rather than direct competitor.
• Lagardère Sports (CGF Partnerships JV partner): JV partner with CGF in CGF Partnerships, which embedded commercial resources into Birmingham 2022 delivery; relevant commercial / sponsorship ecosystem peer rather than a competitor organising committee.

Broad incumbents

• Commonwealth Games Federation: The governing body and rights holder for the Commonwealth Games Movement; granted Birmingham hosting rights in 2017 and sets the strategic direction for all Commonwealth Games Organising Committees.
• International Olympic Committee (IOC): The apex global multi-sport governing body that oversees all Olympic Organising Committees; the institutional benchmark and rights-holder analogue to CGF for Olympic-scale events.

Direct peers

• Glasgow 2014 Commonwealth Games Organising Committee: Delivered the XX Commonwealth Games in Glasgow using a comparable public-private funding structure, volunteer mobilisation and post-Games wind-down model.
• Paris 2024 Organising Committee: Comité d'Organisation des Jeux Olympiques et Paralympiques de Paris 2024 — peer Olympic multi-sport Games organiser with similar public funding, sponsor monetisation and dissolution profile.
• Tokyo 2020 Organising Committee: The Organising Committee for the Olympic and Paralympic Games Tokyo 2020 — a peer international multi-sport Games organiser operating under a comparable time-limited SPV structure.
• London 2012 (LOCOG): London Organising Committee of the Olympic and Paralympic Games was the UK's previous major multi-sport Games Organising Committee, with a similar special-purpose-vehicle structure, public funding model and post-Games dissolution profile.
• Gold Coast 2018 Commonwealth Games Corporation: The Organising Committee for the XXI Commonwealth Games in Gold Coast, Australia — a directly comparable multi-sport Games organising entity with similar governance and legacy planning.

Regional players

• Delhi 2010 Commonwealth Games Organising Committee: Organising Committee for the XIX Commonwealth Games in Delhi, India — comparable multi-sport Games organiser in a non-UK geography with similar government-backed SPV structure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/birminghamcg22
• Xx.com/birminghamcg22

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Birmingham 2022