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Sports events specialist Cube International officially opens new HQ in Worcester

The Business Magazine article image for: Sports events specialist Cube International officially opens new HQ in Worcester
28 March 2022

Spectator sports events specialist Cube International officially opened its new 45,000 sq ft facility in Worcester on Friday (March 25).

The facility was opened jointly by the Mayor of Worcester, Councillor Stephen Hodgson, Perry the Bull, the Birmingham 2022 Commonwealth Games mascot, and Cube International’s CEO, Ed Boardman, supported by a host of local, national and international business representatives celebrating this major step forward for the Cube group.

Cube, which has extensive experience in sports retail merchandising, creates and manages pop-up merchandising structures for events and supports its partners’ 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 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.

The firm's new facility will bring together several areas of the business, providing an integrated and co-ordinated solution for clients and partners, and offering a more efficient model of working.

The warehouse embraces new technology to enhance Cube’s already solid sustainability credentials and will play a key role in providing a cleaner, greener and healthier way to work.

Ed Boardman, Cube International’s CEO, said: “The opening of our new HQ in Worcester is an important development in the growth of the Cube International business and an important step in delivering our ambitious growth plans.

"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 to best serve our clients and partners.”

The Mayor of Worcester, Councillor Stephen Hodgson, said: “It was a real pleasure to be part of the opening of Cube’s headquarters today. 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 year, has been 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.

As a business Cube has recently trebled its head count and will, during the Games, employ more than 50 Megastore employees from June to the end of the Games, as well as 1,000 event retail staff across all the Games venues and villages.

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, truly demonstrates the legacy hosting the Commonwealth Games can have on a region.

"With less than 150 days to go until the Games, it is wonderful to see Cube, our Official Master Licensee, bring even greater benefits to the region for Games time and beyond.”


Peter Davison is deputy editor of The Business Magazine. He has spent his life in journalism – doing work experience in newsrooms in and around Bristol while still at school, and landing his first job on a local newspaper aged 19. By 28 he was the youngest newspaper editor in the country.

An early advocate of online news, he spent the first years of the 2000s telling his bosses that the internet posed both the biggest opportunity and greatest threat to the newspaper industry and the art of journalism. He was right on both counts.

Since 2006 he has enjoyed a career as a freelance journalist. He lives in rural Wiltshire with one wife, two children, and three cats.

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