publicly reinforcing that through joint “We know it is something the sporting events become opportunities to
brand promotions and generate conversion competitors do prize – the leading develop momentum and support in Team
through direct response activity. athletes cherish the opportunity of Wales.”
competing for Wales on the international
“We are looking at the different ways stage, while the up-and-coming ones “We’re working very closely with the
companies can help contribute to the will use it as a platform to launch their Sports Council for Wales and our
fundraising efforts by not simply being international careers. PR partner to maximise this, helping
committed to writing a cheque. to provide benefi t and commercial
“It is therefore a unique opportunity for opportunities for our sponsors, and to
“Times are hard, we need to be more business to engage the sports community develop excitement in Team Wales right
imaginative if we are to attract the best in Wales, as well as to deliver key across the country as we get closer and
partners, and so considering sponsorship company messages and sales promotions closer.
models that engage companies more deeply to both Indian-based and Welsh-based
and see them at the front line with us, markets. “I know that budgets are tight for company
undertaking fundraising activities on our directors right now. For both Team
behalf and therefore contributing their “As anyone would expect there are the Wales and for prospective sponsors
time and energy in addition to any fi nancial usual sponsorship features such a tickets therefore, it is time to see how cute
element.” to the Games itself, but the real benefi ts we can be. How can Team Wales best
lie in developing a more sophisticated support an organisation’s commercial and
The Commonwealth Games is like no other relationship with us; one that facilitates business development objectives? How
sporting engagement for Wales. Rugby and strategic introductions for the sponsor, can organisations help create maximum
the Millennium Stadium do a great job in and that lasts until at least 2014 when fi nancial benefi t to Team Wales through
putting Wales on the international sporting the Games will be held in Glasgow and its own efforts and energies and not just
map, but only in certain countries. the home-market opportunities for our through its pockets?
sponsors can be maximised even further,
The FA Cup, Ashes Test and Ryder Cup all and for longer.” “We’re hoping therefore to build
play a huge part as well. However there is relationships with partners that are deeper,
no other event where sports people drawn During the build up the eyes of the more integrated and most certainly about
from all parts of Wales representing a sporting world will be on Wales, but for mutual success.
variety of sports, pull on a Wales jersey to a different reason with the Ryder Cup
compete for the nation at a single event. taking place at the Celtic Manor. “The best starting point for this is through
discussion; we’re already talking with a
It may have been the only time Colin It is also a time of recession, so getting number of partners and I have to say their
Jackson pulled on the red vest of Wales, money out of companies is not necessarily interest at this earlier stage has been
while this time round the stars will be the easiest of tasks. terrifi c. We do however need to meet
Nicole Cooke, Geraint Thomas, David others and to engage more commercial
Davies and others, but engaging commercial “There are some interesting challenges partners who will be as determined to get
partners is vital to providing the funding to for Delhi next year,” continued Langford. the benefi ts from us as they will be to see
make sure this unique opportunity on the “For example the Games starts the day Wales be successful at the Commonwealth
world stage does not pass Wales by. after the Ryder Cup fi nishes. Our task is Games.”
to work out how best this and other large
Dan Langford
SW
commonwealth games 15
sportingwales
issue8twothousand&nine
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