Harnessing the power of sport

The Birmingham 2022 Commonwealth Games was the biggest multi-sport event in the UK for over a decade. Chase was named the Official Banking Partner for the Games. The Bearded Kitten experiential team and MediaCom were commissioned to bring a bespoke cycling experience to life in the main city centre of Birmingham, the Smithfield Festival site. 

Working closely with Chase, the 2022 Birmingham Organising Committee and high profile ambassadors including Olympic gold medallists like Chris Hoy, we created a bikeathon spectacular that fused a unique immersive content experience with live in real life cycling. Thousands of fans attending the Birmingham 2022 Commonwealth Games were able to not just watch the Games but take part in their own cycling challenge set inside the vibrant Chase Village. 

Together with Chase we delivered an interactive space for fans that gave them an opportunity for rewards, recharge and relaxation. Participants cycled thousands of miles around our virtual Birmingham metaverse, which transferred into book donations for local Birmingham schools in the process. The brand activation generated a donation of 7,426 books for school libraries, leaving a lasting legacy in the community. 

Birmingham 2022 was the Games for everyone and we were proud to deliver a gold standard venue design and live experience execution that complemented the high standards set by the 2022 Birmingham Organising Committee.

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