LSH Auto sponsors Pride House at the Birmingham 2022 Commonwealth Games


Mercedes-Benz dealership group LSH Auto is the official sponsor of Pride House at the Birmingham 2022 Commonwealth Games.

Pride House will offer a “safe space and welcoming, inclusive environment” for supporters, athletes, staff and volunteers who are LGBTIQ+, as well as allies, at the Commonwealth Games from Friday, July 22.

The venue, located above The Loft Bar & Kitchen on Bromsgrove Street, in Birmingham’s Gay Village, will host a program of events on the theme of ‘Celebrate, Educate, Participate’ with activities accompanying live screenings of the sporting action at Birmingham 2022.

Ian Williams, head of human resources at LSH Auto, said: “We are delighted to be supporting Pride House throughout the Birmingham 2022 Commonwealth Games. There’s going to be a real party atmosphere with fun fitness and wellbeing sessions, gaming, quilt-making and we’re going to be supplying a photo booth linked to the Pride House social media channels.

“Fans will be able to watch the games on big screens while enjoying refreshments in the family friendly, alcohol-free bar area and café. Two of our core values ​​at LSH Auto are integrity and social responsibility. We respect our colleagues, customers and community and care about diversity, wellbeing, and mental health, so our support for Pride House is a perfect match.”

Pride House Birmingham is delivered by Pride Sports, a UK based sports development and inclusion organisation. Pride Sports was established in 2006 and has worked across the UK to make sport and physical activity more inclusive of LGBTIQ+ people.

In 2020, the AM100 retail group, which currently operates eight Mercedes-Benz dealerships in the North West and the Midlands, signed a three-year partnership agreement with British Athletics to provide a range of vehicles which will transport VIPs, athletes, judges, officials , management, staff and equipment to sporting events.


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