Table: Recent key sponsorship deals
With little more than two years to go until the start of the 2014 Commonwealth Games in the Scottish city of Glasgow, Longines, the Swiss watch manufacturer, was presented as the first top-level sponsor of the event. The company will be a tier-one sponsor of the games and have responsibility for timing, scoring and results, with the titles of ‘official partner’ and ‘official timekeeper’.
Longines, which has had an involvement at several Commonwealth Games in the past, became the fifth sponsor of Glasgow 2014, joining four tier-two partners in legal firm Harper Macleod, finance specialists Ernst & Young, recruitment firm Search and IT company Atos.
Longines, which was formed in 1832, has been involved in sport for over 100 years and maintains strong links with horse racing, in which it sponsors events such as the Royal Ascot meeting in the UK, and international competitions in equestrian sports, tennis (including the French Open), skiing, gymnastics and archery.
Lord Robert Smith, the chairman of Glasgow 2014, said: “This is an important milestone for Glasgow 2014 and the fact we are sharing it with such an excellent global brand underlines the world-class proposition that is Glasgow 2014. Timing, scoring and results is absolutely critical to delivering an outstanding, athlete-centred, sportfocused games and we look forward to working closely with Longines.”
The Glasgow 2014 organisers have faced a challenge in trying to attract sponsors in a difficult economic climate but forged links with the organising committee for this summer’s London Olympic Games and are confident that some London 2012 partners will also commit to the Commonwealth Games.
This has already borne fruit to some extent in the shape of the deal with Atos, one of the TOP sponsors of the International Olympic Committee, coming on board. Atos will provide the accreditation system and manage the registration process for the games. It will also provide systems to facilitate the recruitment and management of up to 15,000 volunteers, along with the games information system which will instantly relay results, athlete information, competition schedules, medal tables and sports records to media, officials and the Glasgow 2014 website.