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TSE Commentator

September / October 2010
Will the Commonwealth Games brand suffer from the Indian experience?
 Yes       No

Our Opinion

India will be fine, Commonwealth Games maybe not

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The trend of emerging countries using major international sports events to showcase their rising international profiles and growing economies is not a new one. These 'coming out' parties - the coin phrase of the 2008 Beijing Olympics - can be beneficial for both the host city/nation and the event rights owner when things go well - but what happens when it goes badly?

The reality is that the strength of India in economical and political terms continues to rise. It is a country that is moving forward and is continually being recognized for its progress. The issues related to the Commonwealth Games won't leave a lasting mark on the country's brand as it continues to drive towards its international ambitions. Even when it comes time for an Olympic bid - the Commonwealth Games experience won't be a deciding factor because India as a country offers a huge market potential for the Olympic Movement.

However, while a country like India can survive the mishaps of the organisation of the Commonwealth Games, can we say the same of the Commonwealth Games brand?

Probably not. The fact that India's image in the world won't be affected by what happened with the Games is based on the vast complexity and history of its brand which is far too strong to be affected by a badly planned sports event, no matter how important it is.

Smaller, less known countries, that don't have such a strong brand, however, would have been affected by such negative publicity. These smaller, or lesser known potential hosts, therefore, when looking for the right sport event for their own 'coming out' parties may no longer view the Commonwealth Games as an event that can help them move forward - but as one that is a big potential risk.

So, in the aftermath of the Commonwealth Games 2010, and no matter who is to blame, it's not India that should worry about brand damage and think of brand rebuilding, but the Commonwealth Games Federation itself.

Watch our webinar below, ''The Role of Sports Events on the Branding of a Place', to hear more about how hosting sports events can impact a brand of a place.

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Your Opinion

Will the Commonwealth Games brand suffer from the Indian experience?

No

30%



Yes

70%



Your Comments

Posted By: Pierre | 2010-10-31 20:24:34

It should asffect their credibility and the question the process by which they choose a city....
Posted By: MIchael Payne | 2010-10-26 11:03:38

I am afraid I disagree with your editorial piece - an Olympic bid in the foreseeable future, ie next decade will have been very seriously damaged by the Commonwealth debacle....
Posted By: Fletcher | 2010-10-26 01:30:10

What is the Commonwealth Games brand anyway? For all of us living in non Commonwealth countries (and there is a lot of us!), this event means very little and if...
Posted By: Nigel Rushman | 2010-10-24 12:32:27

Hosting events in different cultures is difficult as expectations are so different. However as the media now make major events a \'global\' enterprise - so called world class standards and...