Additional lower-tier deals help Birmingham Commonwealth Games hit sponsorship target

Sponsors logos on view beside Birmingham 2022 netball court at NEC Arena (Photo Sue McKay/Getty Images)

The recent Birmingham 2022 Commonwealth Games exceeded their sponsorship target after additional tier two and tier three agreements more than offset any shortfall from revenues generated in the tier one category.

Speaking exclusively to SportBusiness, Stephen Marsden, the experienced Sportfive executive who sits on the board of the CGF Partnerships joint venture, revealed that the target had been met, albeit as a result of a different split than originally targeted.

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