Cube partners British Cycling to develop merchandise and retail opportunities at UK cycle sport events
EVENT: British Cycling National Track Championships
DATE: 24 – 26 January 2020
HOST: British Cycling
VENUE: National Cycling Centre, Manchester
CLIENT: British Cycling
OUR SERVICES: Event Planning, Design and Production of Bespoke Merchandise Range, Licence Partnerships, Event Retail, Event Structures, Branding, On-Event Retail Operation, On-site Management
Cube is working with British Cycling, and its official sportswear partner Kalas, to develop the retail opportunities surrounding UK cycling events. The first trial was held at the Tissot UCI World Cup track cycling event in Glasgow in November last year.
Last weekend the Cube team was in action again, at the UK National Track Championships, held at the HSBC UK National Cycling Centre in Manchester.
To design and produce an official range of event merchandise for UK cycling events, work closely with official partner, Kalas Sportswear, and manage the on-event retail operation at the British Cycling UK National Track Championships in Manchester.
WHAT WE DID
We developed and created an exclusive ‘Best of British’ range of merchandise aimed at the wider British Cycling audience. In addition, we worked closely with British Cycling’s official partner Kalas in selecting and merchandising a selection of their Team GB replica sportswear. The product range had to offer a ‘good’, ‘better’ and ‘best’ choice for the diverse range of fans expected at UK track cycling events.
This was followed by the design, planning, execution and management of a full and dedicated sales operation. Cube consulted on the size, layout and optimal positioning of the store. On site, points of sale were created using Cube’s versatile event retail system complete with large format branding, display lighting and epos solution.
Cube’s retail operation included staffing, management oversight, stock control, logistics and cash handling.
“It’s really exciting to be working alongside one of the UK’s leading sports governing bodies to help them develop and leverage their event merchandise potential. With all eyes on Tokyo 2020, and the impact that may have on cycle sport’s popularity in the year ahead, the work now being done by Cube will make a significant impact on British Cycling’s future event retail operations.”
EVENT RETAIL WITH CUBE MANAGEMENT
As specialists in event retail at multi-venue events, Cube is a well-known and established partner, offering event organisers an innovative and turn-key retail business model. We not only deliver a full and complete retail operation, we also ensure that rights holders reap the majority of the reward.
THE NATIONAL TRACK CHAMPIONSHIPS IN PICTURES