Sports Business : Sunset+Vine appointed as production partner for CWG Birmingham 2022

Birmingham 2022 and CGF Partnerships (CGFP) has appointed sports broadcast production company Sunset+Vine as Host Broadcaster, responsible for delivering coverage of the Commonwealth Games to a global audience of more than 1.5 billion.

The contract, which includes the option to extend coverage to the 2026 and 2030 editions of the Games, was awarded to Sunset+Vine following an international tender process.

Over the 11 days of the Games, held between July 28th and August 8th 2022, Sunset+Vine will capture multi-camera TV coverage of all 19 sports, ensuring 2,000 hours of sporting action is available to Rights Holding Broadcasters (RHBs) for distribution to territories around the world.

Sunset+Vine to produce Commonwealth Games Birmingham 2022

The agreement will ensure that there is far more sports coverage available than previous Games, with each of the 4,500 competitors taking part featured during the Games.

Sunset+Vine is also responsible for full coverage of the highly anticipated Opening and Closing Ceremonies, as well as additional material including preview series, support programming, highlights shows and short-form content.

A range of extra services will be provided including a 24/7 Games Channel featuring the best of each day’s action, and a Multi Channel Service consisting of six uninterrupted feeds with a mixture of live and delayed action for broadcast and digital platforms. Visiting Rights Holders will be accommodated in a state-of-the-art International Broadcast Centre which will be designed, installed and managed by Sunset+Vine.

In addition to its broadcast services, Sunset+Vine is committed to launching a Host Broadcast Training Initiative (HBTI) in the West Midlands designed to push boundaries by addressing the lack of diversity in the creative sector.

Tapping into the rich cultural and ethnic diversity of the West Midlands, the HBTI will offer training to 200 young people from the region over a twelve-month period, with 50 per cent of participants recruited from underrepresented groups and a focus on creating opportunities for the BAME community.

At least 15 per cent of the 1,600 technical and production workforce will come from Birmingham and the West Midlands and the HBTI will result in 150 Games Time employment opportunities for participants in the scheme.

CGFP, which is a subsidiary of the Commonwealth Games Federation (CGF), has embedded resources integrated in the Birmingham 2022 delivery teams, who bring previous Games expertise and generate commercial income for the Games through corporate partnerships, TV rights, licensing and merchandise.

Ian Reid, CEO of Birmingham 2022, said: “Sunset + Vine is internationally renowned for delivering award winning coverage of the biggest sporting events in the world. Working with them guarantees that more coverage of Birmingham 2022 will be made available than any other Commonwealth Games, putting the West Midlands firmly on the global stage and delivering an unforgettable experience for fans. “I’m also delighted that we’re working with a company that is dedicated to leaving a positive lasting effect on the media industry in the West Midlands by providing jobs and upskilling the future workforce, contributing to our Games mission to help the region grow and succeed.”

Jeff Foulser, CEO at Sunset+Vine, commented: “This is such an exciting win for and we are delighted to have prevailed following a very rigorous bidding process. The contract award further establishes the company as one of the few worldwide businesses with the creative and technical expertise to handle large scale events. We thank Birmingham 2022 and the CGFP for placing their trust in us and look forward to delivering best in class production for all broadcast rights holders at the Games.”

David Leather, CEO of CGF Partnerships, added  “Securing the Host Broadcaster is an important milestone for the 2022 Commonwealth Games and we are delighted to be partnering with a world leading sports production company in Sunset+Vine. A key part of our strategy is to create long-term, mutually beneficial partnerships and we now have the arrangements in place to partner with Sunset+Vine and ensure a very high-quality broadcast for the next three Commonwealth Games. This demonstrates a huge amount of confidence in the Commonwealth Sports Movement and in Birmingham 2022 to deliver fantastic Commonwealth Games.”