A.P.I.Games marketer

The British-based sport marketing firm which put together the sponsorship package for the 1990 Commonwealth Games says that experience has left it well prepared for the planning of the 1994 Games in Victoria.A.P.I. Sponsorship, which will co-ordinate sponsorship for the 1994...

The British-based sport marketing firm which put together the sponsorship package for the 1990 Commonwealth Games says that experience has left it well prepared for the planning of the 1994 Games in Victoria.

A.P.I. Sponsorship, which will co-ordinate sponsorship for the 1994 Games, expected to draw 3,200 athletes from more than 60 countries, says the use of pre-Games sponsor conferences can promote an exchange of ideas beneficial to all.

Ian Howard, a.p.i.’s project director for the 1994 Games, says his company learned from the 1990 Games that ‘the best way to get synergy between the sponsors and suppliers is to bring them together.’

For instance, he says Toyota and British Petroleum discovered, as a result of a conference held in Auckland before the 1990 Games, they could work together to promote their product.

Howard says the mutual effort raised awareness of both companies’ products.

Earlier this month, the first of five such conferences to be held before the 1994 Commonwealth Games took place.

At that meeting, attended by 100 representatives from 60 companies and licensees, a.p.i. focussed on plans for the 1994 Games and the experiences of marketers during the 1990 Games in Auckland.

Howard says that during the next Victoria conference, to be held in February, sponsors will be asked to discuss the ideas they have been developing.

As well, he says a.p.i.. will use what it calls a sophisticated new approach to the positioning of corporate signage.

Howard says the idea is not only to place signage in strategic locations, but to be prepared to shift locations as required for maximum tv exposure.

Apparently, such precise positioning is not allowed at the Olympic Games.

Out of the $160 million needed to cover the cost of the 1994 Games, $90 million will come from Ottawa and the provinces.

Corporate sponsors and Canadian licensing rights will provide about $50 million, and $20 million is to be raised via ticket and venue sales.

Games officials plan to spend $4 million of the budget on Canadian advertising.

That will be augmented by support from print media partners Maclean’s magazine and The Globe and Mail, and The Times-Colonist, Victoria’s daily newspaper.

Howard says the tv package will be one of the largest in the 15 stagings of the Commonwealth Games.

He says the Victoria event will reach more than 300 million people worldwide and bring in more than $15 million in revenue.

cbc tv plans to air 92 hours of English programming and 76 hours of French programming, much of this during primetime. (Networks in Australia, Britain and New Zealand will broadcast another 100 hours.)

BC Hydro has signed on as one of the key sponsors of the 1994 Commonwealth Games.

The utility, which has never sponsored a sports event before, is allocating $4 million to the Games.

The list of corporate sponsors also includes: bc tel, which will provide telecommunications; IBM Canada, which will donate computers and software; Seiko Canada, timing equipment; Canon Canada, copiers and fax; General Motors of Canada, cars; and Kodak Canada, photography.