Virgin Media To Use Usain Bolt, Mo Farah To Market Commonwealth Games In New Deal

Virgin Media "has signed a deal" to sponsor the Glasgow 2014 Commonwealth Games, with brand ambassadors Usain Bolt and Mo Farah "likely to star in the brand's marketing to support the event," according to Magda Ibrahim of CAMPAIGN LIVE. As an official partner and presenting partner of athletics, Virgin Media "will promote the Games in its marketing and communications, as well as to its 800 staff employed in its Belshill office, near Glasgow." The Games will take place in Glasgow from July 23 to Aug. 3, 2014 and "will feature 6,500 athletes and officials from across the Commonwealth." More than 1 million people are expected to attend more than 11 days of sporting competition, with the event expected to have 15,000 volunteers (CAMPAIGN LIVE, 5/24).