Katie Sadleir, CEO of the CGF, acknowledges that time is of the essence, but says intensive efforts are underway.
The future of the Commonwealth Games has once again been thrown into doubt since Malaysia refused to host the 2026 edition last week, but according to former Olympic marketing guru Michael Payne, “it would be a error to cancel the event for now.”
Malaysia’s decision came despite the Commonwealth Games Federation (CGF) offering a £100 million ($126 million) sweetener to cover the costs of hosting the event.
Organizers are trying to fill the void left by the withdrawal last year of the Australian state of Victoria, announced as host in 2022.
Financial support is available to any potential host.
The CGF hopes that the Games’ perceived strengths in inclusiveness and integration, with Paralympic sports blended seamlessly with able-bodied events, will help secure a host just two years away from the multi-sport event.
Katie Sadleir, CEO of the CGF, acknowledges that time is of the essence, but says intensive efforts are underway.
“The process to determine the host of the 2026 Games continues at the pace of interested Commonwealth Games Associations (CGAs),” she told AFP.
“While fully aware of the incredibly tight schedule, we have encouraged proposals to reset the Games.
“Alongside this process, we have accelerated work to refresh and reframe the Games.
“This involved exploring new, innovative concepts and event opportunities. »
Payne, who for nearly two decades at the International Olympic Committee (IOC) was widely credited with overhauling the organization’s brand and finances through sponsorship, told AFP that in a world of more more competitive, the Commonwealth Games had a burning question to answer.
“The challenge is relevance: balancing history with evolution and maintaining some form of relevance,” said the 66-year-old Irishman.
“With the passing of Queen Elizabeth II, everything has become much more difficult.”
“The good, the bad and the ugly”
Terrence Burns, who since leaving his post as IOC marketing chief has played a key role in five successful Olympic candidate city campaigns, told AFP that his “first thought is that they (CGF) have a brand problem.”
“This means two things in my world: first, a lack of differentiation from competing products, and second, a lack or diminishing relevance to its primary target audience.
“Without one or both of these core brand principles, no product or service has much hope of success or longevity. »
Burns said the Commonwealth Games faced a huge challenge in retaining its core audience and attracting a new one.
“The events, sports and entertainment space is much more competitive for consumer attention than it was a decade ago,” he said.
“The novelty of seeing all these nations come together in one place at one time has been dampened by the ability of the Internet and technology to literally carry the world – and all of human history in the world – in one’s pocket .
“We tend to yawn in wonder now, which is a shame for me.”
Burns believes that the Games “in their current format and form will continue to wither away”, but points out that the IOC made significant reforms following an intensive consultation process after the 1996 Atlanta Olympics.
Payne says the main takeaways were “the need to start managing the brand and, after the problems in Atlanta, more control over the organizing committee.”
For Burns, progress can only be made if the powers that be at the CGF take into account the responses from their ongoing consultation, even if the responses may be uncomfortable.
“They need to understand the good, the bad and the ugly to have a starting point,” he said.
“So, does this have a future? Let’s start with the fact that it has a vibrant and glorious past – but that past only exists in a market segment that is forever limited by its very name – the Commonwealth Games.
“By definition, it’s not meant for anyone else.”
For Payne, however, the Commonwealth Games are a bit like a boxer who, no matter what blows he takes, always defies expectations and comes off the ropes.
“For as long as I can remember, people have been wondering for over half a century whether the Commonwealth Games are over,” he said.
“Each time, they came back and organized successful editions, (like) Birmingham 2022 and Melbourne 2006.”
