Glasgow 2014 Commonwealth Games an ‘unprecedented opportunity’ for local brands, says sponsorship expert
Glasgow 2014 Commonwealth Games an ‘unprecedented opportunityA sponsorship expert has highlighted the Commonwealth Games as an opportunity for local brands to promote themselves after the event announced Harper Macleod as its first sponsor.
Pippa Collett, managing director of Sponsorship Consulting, commented: “The current economic environment combined with an event being staged in a relatively small and economically developed market compared to BRIC, for example, presents a challenge for marketing Glasgow 2014 as a sponsorship investment. However, it is an unprecedented opportunity for local brands to build their profile regionally and internationally, and the Glasgow 2014 team will be leveraging this to secure the best partners to meet their budget objectives.”
The Glasgow 2014 Commonwealth Games organising committee has been issued a target of raising £100m in total, including ticket sales, sponsorship and merchandise sales.
In contract, the London 2012 Olympics has raised its target of £700m in sponsorship alone.
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