Commonwealth Games England signs Adidas as sponsor

Commonwealth Games England (CGE), the organisation responsible for selecting and organising England’s team at the Games, has signed Adidas as its first major sponsor.

Commonwealth Games England (CGE)

The sportswear manufacturer will be the “official clothing partner” of CGE for the 2010 Games in Delhi.

CGE launched its search for investment last summer in a bid to reduce its dependence on Government and National Lottery funding.

Previously, CGE received almost all of its funding from Government agency Sport England and sought only additional investment from sponsors but now wants to become less reliant on the money channelled through the agency.

The organisation wants to use sponsor’s cash to build the “Team England” brand to become as recognisable as “Team GB” at the Olympic Games.

CGE unveiled its new logo and branding in November. The visual identity, created by Corporate Edge, features a red lion and the line: “We Are England”.

Duncan Lewis, former group marketing director at Land Securities, leads marketing and sponsorship for CGE.

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