14 July 2022
LSH Auto is proud to announce its official sponsorship and support for 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 22 July. The venue, located above The Loft Bar & Kitchen on Bromsgrove Street, in Birmingham’s Gay Village, will host a programme 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 for 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.
Martyn Webb, Managing Director LSH Auto, said:
“We’re really pleased to be supporting Pride House Birmingham in their mission to deliver diverse, dynamic and inclusive programming for LGBTIQ+ people and allies. We look forward to joining our local community for the celebrations and enjoying world-class sporting action right here in Birmingham.”
LSH Auto UK is part of the world’s largest Mercedes-Benz dealership group (LSH International), with more than 140 premier Mercedes-Benz dealerships worldwide.
With Mercedes-Benz dealerships in the Midlands and the North West, LSH Auto offers all-new models from the Mercedes-Benz and smart car collection, premium approved used vehicles and exceptional aftersales services including maintenance, repairs, servicing, parts and accessories.
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