Glasgow 2014 draws up three-tier sponsorships

LONDON - The Glasgow 2014 Commonwealth Games will adopt a three-tiered sponsorship structure in a bid to raise £24m through domestic commercial deals.

Half of the cash will be generated by tier-one sponsors in the insurance, banking, transportation, IT and communications, soft drinks and media industries.

Tier two, from which the organisers hope to raise £8m, will comprise brands from the automotive, recruitment, consumer goods, utilities, alcohol, financial services and retail sectors.

The remaining £4m will be provided by third- tier sponsors in the follow-ing sectors: audio-visual services, furniture and fittings, temporary structures, printing and publishing, food and beverages, hotels and accommodation, transport and medical supplies.

Glasgow 2014 organisers will aim to raise a further £18.7m from ticketing and £1.5m from merchandising, with other revenue coming from the sale of domestic and international TV broadcast rights.

The Glasgow bid team, which defeated Nigerian capital Abuja to host the Games, was backed by Clydesdale Bank, Highland Spring, O2, BBC Scotland, First Group and Diageo. The city has started to assemble its organising company, which will include a marketing director (Marketing, 22 November).

Sponsors of the last Commonwealth Games to be held in the UK, Manchester 2002, included Microsoft, Asda and BUPA.

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