Media coverage "has dwelled on the continued relevance of an event which, some claim, will compare unfavourably with the rampant success" that was the 2012 London Games, according to Alex Brownsell of MARKETING MAGZINE.
The level of brand activity around the Commonwealth Games "has been unquestionably lower than that of two years previously." Official sponsors such as Virgin Media and SSE "have invested in activation marketing, but, in terms of non-sponsors, only a handful of brands have so far looked to gatecrash the party." Yet, according to marketer Angus Kinnear, who sits on the board at Commonwealth Games England, "the comparison is both unfair and irrelevant, in particular given the presence of rising economies such as India and Nigeria." Kinnear, who is also the managing director of EPL side West Ham United, said, "Some see the Commonwealth Games as slightly anachronistic, so the team and our partners have worked hard to communicate that the event is as relevant as ever -- many of these nations really value their Commonwealth membership." Kinnear claimed that the spectre of the London Games "has, in fact, benefited the Commonwealth Games." He said, "It is fantastic to have such a recent benchmark to look at." He added, "It is a unique chance to see athletes represent England. Brands value that expression of Englishness, in competing with England, Scotland, Northern Ireland and the Isle of Man" (MARKETING MAGAZINE, 7/23