Guardian Media Group, publisher of The Guardian, The Observer and
the Manchester Evening News, is to be the official media sponsor of the
2002 Commonwealth Games in Manchester.
The sponsorship package is valued in excess of pounds 2 million and
involves a mix of cash and benefits in kind, such as in-paper promotion
and magazine printing.
GMG will be the official media content provider with responsibility for
producing the official newspapers, magazines and other publications
associated with the games. It will also produce the official website in
conjunction with the BBC.
The BBC has secured a sponsorship deal in which it provides TV
production coverage in return for the UK broadcast rights. Manchester
2002 spokesperson Jane Price refused to put a figure on the value of
this deal but said that the organisers of the games in Australia eight
years ago had to pay pounds 10 million for TV production.
Trans World International, part of IMG, has been appointed to negotiate
global TV rights. Australia is the biggest TV market for the games
outside the UK.
Two other lead sponsors are Adecco, the employment services provider,
and Atlantic Telecom. The latter will be the official communications
sponsor in a deal worth pounds 8 million. Atlantic Telecom will provide
voice telephony and data transfer for the games. Price said the Atlantic
Telecom and BBC sponsorship deals were the best secured by any
Total committed sponsorship now amounts to pounds 17 million. The
revenue target from ticketing, sponsorship, fund raising, merchandising
and broadcast rights is pounds 62 million.
The 2002 games are set to be the biggest multi-sport event to be held in
Britain with 5,000 athletes competing from 72 countries.