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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here