TIER 2 SPONSORS of the Glasgow 2014 Commonwealth Games will pay one-twentieth the price paid by their London 2012 equivalents, Frontloaded can reveal.
This week, Glasgow based recruitment agency Search Consultancy signed a Tier 2 deal to become the Official Recruitment Agency for the Glasgow 2014 Commonwealth Games.
The UK multi-sector recruitment specialist, headquartered in Glasgow, will be responsible for attracting and recruiting more than 1,000 people from now until the Opening Ceremony in July, 2014 and joins Scottish law firm Harper Macleod in the Tier 2 category.
Harper Macleod become the Official Law Firm of Glasgow 2014, September 8, and will provide legal support on commercial contracts, sponsorship, broadcasting, anti-doping, and licensing.
Glasgow 2014 aims to raise £24m through domestic commercial deals and is following the Major Games pattern of three tiers of sponsors – Partner, Supporter and Provider (Tiers 1, 2 and 3 respectively). Unsurprisingly, valuations of Glasgow 2014 and London 2012 sponsorships diverge tier by tier.
London 2012’s £700m commercial programme breaks down as follows: Tier 1 (£40m plus), Tier 2 (£20m plus) and Tier 3 (£10m). In comparison, Glasgow 2014 is seeking £2m for a Tier 1 partner, £1m for a Tier 2 supporter and £500,000 for a Tier 3 provider.
It should be noted that unlike London 2012, the range of rights and benefits which deepen and broaden at the higher tiers include televised brand exposure at Tier 1 level for Glasgow 2014.