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SBD Global/January 16, 2014/Marketing and Sponsorship
Glasgow Commonwealth Games Organizers Try New Strategies To Attract Sponsors
Published January 16, 2014
NO OLYMPIC 'HANGOVER': Speer believes that commercially Glasgow 2014 has benefited from coming just two years after the Olympics. Speer: “We haven’t seen any sort of hangover from London 2012 -- in fact it has probably shown the potential of effective sponsorship of multi-sports events for brands.” Some have suggested that sponsors have hitherto done little activation around Glasgow 2014, though this is likely to accelerate as the July start draws nearer. Speer said, “We always knew that sponsor activation was going to be back-end loaded when awareness and excitement of the Games is at its highest.” Despite the setback of Ennis-Hill not competing, Speer points to the expected participation of top Caribbean athletes, expected to include Usain Bolt in the 200m, adding that there will be 178 London 2012 medal winners competing in the Games.
John Reynolds is a writer in London.