Ford to use Commonwealth Games to tout green credentials

Ford Motor is to use its sponsorship of the Commonwealth Games to promote its range of green cars to the events home nations as part of a wider attempt to revitalise its struggling European business.

FordFocuselectriccars-Product-2013_460
Ford will promote its Ford Focus electric car (above) through its Commonwealth Games sponsorship.

The car marque has just announced it will become the official automotive partner for the event for an undisclosed fee. It will promote low CO2 emissions models including Ford C-MAX, Ford S-MAX, Ford Galaxy and Ford Tourneo around the event, while also supplying Ford Focus vehicles for use by organisers.

Ford will use athletes such as Tom Daley, in promotions after signing separate deals with Team Scotland, Team England, Team Wales and Team Northern Ireland.

Mark Ovenden, Ford UK chairman and managing director says the Commonwealth tie-up aims to deliver a “sustainable and inclusive event for a huge global audience”.

The car manufacturer, which claims it has a presence in 90 per cent of Commonwealth countries, is looking to exploit renewed interest in the event following the London 2012 Olympic Games. Earlier this year, the business vowed it would cut losses in Europe this year following an overhaul of its operations across the region.

The news comes as organisers confirmed that 92 per cent of tickets for the Games had now been sold, with 11 of 17 sports had been sold and 2.3 million tickets requested.

Recommended

ITV

ITV pitches TV’s ‘enduring resilience’ to marketers

Lara O'Reilly

Top executives from ITV have told advertisers not to be distracted by emerging media formats, such as VOD services, and remember the core reasons consumers watch TV at an event in London today (7 November), where they also took the opportunity to question the sustainability of emerging challengers such as Netflix.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now