Protecting the brand identity
There is an obligation placed upon us by the Commonwealth Games
Federation (CGF) to ensure that we do all we can to protect the use
of any branding owned by us or licensed to us. If we do not adhere
to this obligation, then we are liable to the CGF for any damage to
the reputation of the Commonwealth Games. Therefore, it is our
responsibility to ensure that we put adequate protection in place
together with clear guidance for the public and businesses.
Equally important, every aspect of the Games must be
funded. This will come from a combination of public money
from the Scottish Government and the Glasgow City Council and money
privately generated by us through ticket sales, the sale of
merchandise, broadcasting and commercial sponsorship.
The money being generated to pay for the Games will not simply
be of relevance for the 11 days of competition- the infrastructure
built to house the Games will provide a lasting legacy to the city
of Glasgow and Scotland far beyond 2014.
Our sponsorship income is crucial to ensure that our targets are
met. We provide these sponsors with an attractive investment
opportunity where they can showcase their support of the Games
based around their exclusive use of our brand. We must, therefore,
assure sponsors that adequate measures are in place to protect
their investment, otherwise they may not be persuaded to invest
from the outset.
If we become aware of any infringement of the brand our
protection policy provides a variety of routes for remedy including
court action by way of interdict and damages.