Protecting the brand identity
There is an obligation placed upon us by the
Commonwealth Games Federation (CGF) to ensure that we do all we can
to protect the use of any branding owned by us or licensed to us.
If we do not adhere to this obligation, then we are liable to the
CGF for any damage to the reputation of the Commonwealth Games.
Therefore, it is our responsibility to ensure that we put adequate
protection in place together with clear guidance for the public and
businesses.
Equally important, every aspect of the Games
must be funded. This will come from a combination of public
money from the Scottish Government and the Glasgow City Council and
money privately generated by us through ticket sales, the sale of
merchandise, broadcasting and commercial sponsorship.
The money being generated to pay for the Games
will not simply be of relevance for the 11 days of competition- the
infrastructure built to house the Games will provide a lasting
legacy to the city of Glasgow and Scotland far beyond 2014.
Our sponsorship income is crucial to ensure
that our targets are met. We provide these sponsors with an
attractive investment opportunity where they can showcase their
support of the Games based around their exclusive use of our brand.
We must, therefore, assure sponsors that adequate measures are in
place to protect their investment, otherwise they may not be
persuaded to invest from the outset.
If we become aware of any infringement of
the brand our protection policy provides a variety of routes for
remedy including court action by way of interdict and damages.