Commonwealth Games 2010: Cos on fast track to ink sponsorships

NTPC, Hero Honda Motors, Samsung, Coca-Cola and Standard Chartered Bank are among the companies close to signing sponsorship deals for
the 2010 Commonwealth Games in Delhi.

The organising committee for the Games is targeting total sponsorship to the tune of Rs 1,330 crore and negotiations are in final stages, A K Mattoo, treasurer of the panel, told SundayET. “Among these companies, so far NTPC has committed the maximum sum. We have firmed up nearly Rs 250 crore,” he said.

The sponsorship contracts will allow companies mileage marketing opportunities for their brands at stadiums, the Games village and the official website. The categories of sponsors include lead partners, partners, sponsors, co-sponsors and suppliers. While the lead partner will pitch in with Rs 100 cr, the partner would have to commit Rs 50 cr for the event. “We are looking at two lead partners and ten partners,” Mr Mattoo said.

Tata Group officials met members of the organising panel this week to discuss participation as a lead partner, persons aware of the development said. “It was an informal meeting,” an organizing committee official said.
Spokespersons for Samsung and StanChart declined to comment but other officials in both firms said sponsorship deals are under negotiation. Coca-Cola did not respond to an email.

A Hero Honda representative said the two-wheeler company was one of the largest corporate promoters of sports in India and had been actively promoting various disciplines of sports such as cricket, golf and hockey.

“This is an ongoing process at Hero Honda and we always keep looking for opportunities to further build on our long and fruitful association with sports. However, there is nothing specific for us to announce at this point of time.”

The organising panel had previously told the Comptroller and Auditor General of India (CAG) that its sponsorship consultant had got in touch with more than 70 companies and would conclude agreements by March next year. “The projection is to get Rs 960 cr from sponsors first, which will ensure games are on track to be revenue neutral. Due to the global slowdown, it has been a tall order to get sponsors,” Mr Mattoo said.