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Birmingham’s bid

Birmingham 2022 Commonwealth Games

Birmingham's bid for the 2022 Commonwealth Games cleared two more hurdles in October. It was the Department for Digital, Culture, Media & Sport's preferred choice as the UK bid and then secured the support of the Treasury and the UK Government following an assessment of value for money for the UK taxpayer.

The final hurdle is to be chosen as the official host city for 2022 by the Commonwealth Games Federation. This final phase has been extended until the end of November by which times other international cities from Canada, Malaysia and Australia may have joined Birmingham as an official candidate.

Four Sport & Sponsorship has been involved from the start. Originally appointed as part of a consortium to undertake a feasibility study, we have been providing strategic communications support through two lengthy submissions and evaluation visits. A media relations campaign has been building momentum through the announcement of sports and venues and media partnerships to coincide with official visits. Key messages have underlined Birmingham's core strengths of connectivity and accessibility, youth and diversity and regeneration and rejuvenation.

A social media programme has generated 12,800 followers and 4.4 million impressions in three months with 98% positive sentiment. An endorsement programme has secured extensive support from 130 high profile individuals from the worlds of culture, sports, business and education. Endorsers ranged from Dame Julie Walters and David Harewood to Mo Farah and Adam Peaty to senior executives from HSBC and Cadbury.

Four also developed the vision and logo: ‘Birmingham: Heart of the UK; Soul of the Commonwealth’.

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