UK: Getting Into the Spirit - the Manchester 2002 Commonwealth Games Licensing Programme

Last Updated: 30 January 2002

The Manchester 2002 Commonwealth Games will be the largest multi-discipline sporting event held in the UK.

The development and protection of the image of the Games and the creation of a Games "experience" are fundamental criteria against which the success of the Games will be measured. This article examines the role the Licensing Programme will play in promoting the Games image, its scope and how it will be used by M2002 to enhance the Games "experience" for the public.

Conveying the Message of the Games

The Spirit of Friendship logo represents the three core themes of the Games – Sport, Culture and Friendship and forms the basis of the Games "look".

The Games are intended to represent much more than the recognition of great sporting achievement. They will celebrate culture, art, education and above all the friendship of the Commonwealth countries and will be the culmination of the Spirit of Friendship Festival, a series of national cultural events and festivals commencing in March 2002 to celebrate the Commonwealth and the Golden Jubilee of the Queen. The aim of the festival is to encourage communities throughout the UK to contribute to the celebrations and to gain an understanding of what it means to be part of the Commonwealth.

The Games branding will be used to draw attention to, identify and join together the many different events, participants, locations and sponsors contributing to the Games experience, whilst reminding all those involved of the core values which the Games represents. The Games "look" will brand all the fields of play venues in and around Manchester City Centre and all the events comprising the Spirit of Friendship Festival.

Exploitation of the Games Brand

The exploitation of the Games brand will be key to the success of the Games. With 72 nations taking part in the 2002 Games and an expected audience of 1 million spectators and 1 billion television viewers, the Commonwealth Games has reached new dimensions since Edinburgh 1986. The opportunity for commercial exploitation has likewise expanded dramatically. Large scale brand licensing is expected by both the public and the business community for an event the size of the Manchester 2002 Games.

The increased prominence of the Games as a multi-national sporting event provides a wealth of other opportunities for businesses. Raising public awareness of the Games and informing businesses how they can contribute to its success will be vital to ensuring that such opportunities are maximised. An effective branding campaign will in turn be key to increasing public awareness of the Games.

The Commonwealth Games places great importance on the particular identity of its host city and nation. The promotion of Manchester, the North West and the UK on the international stage is an essential item on the agenda of Manchester 2002 Limited ("M2002"), the company organising the 2002 Games. A successful licensing programme will assist in raising the profile of Manchester and the UK in conjunction with the Games.

Finally, commercial exploitation will generate revenue for the Games. In particular, the appointment of sponsors who contribute cash or value in kind goods and services in consideration for the grant of a package of rights is one of the core means by which funding for the Games will be secured. The advertising and promotional rights granted to Sponsors will include the right to use the different properties adopted by M2002.

The Games Licensing Programme – its Objectives

The goal of the Games Licensing Programme is to deliver an accessible merchandise range to enable every person involved in the Games. Unlike most traditional retail products, event merchandise is sought after by all types of consumers. The success of Sydney 2000 demonstrated that there is a strong retail market demand for large event merchandise. The Games will provide an arena within which the retail community can showcase their products and brands. In return, the Games will receive recognition, publicity and increased access to the general public.

Scope of the Licensing Programme

M2002 will be licensing a variety of different properties in relation to the Games and the Spirit of Friendship Festival. One of the most important of these is the Games mascot "Kit". Pictograms featuring "Kit" playing the different Games sports are also available for licence, along with more traditional pictograms featuring each sport which are ideal for use in connection with event specific ranges. M2002 also has rights to license the trade marks of the various home nations teams. Packaging and labelling guidelines will ensure that all licensed products supplied remain consistent with the "look" of the Games to ensure synergy between the event and the licensed product ranges sold in connection with it.

Licensed products to be made available to the public include general apparel and accessories, sporting apparel and equipment, collectables, published materials and stationery, tourist gifts and homeware, PR and promotional products, and food and drink.

Distribution channels are to include Games shops in and around Manchester City Centre and Games concessions stores at all Games venues. Licensees will supply their products to the officially appointed online retailer and mail order retailer for the Games in order to facilitate and encourage the purchase of licensed products. Other distribution channels to be used by licensees include departmental stores, supermarkets, specialist stores and tourist information centres.

In conjunction with the various promotional activities undertaken by official sponsors and other branding activities to be organised by M2002, the Games Licensing Programme will play a significant role in building public awareness of the Manchester 2002 Games, both locally and nationally. The exposure of Manchester 2002 Games brands to consumer markets throughout the UK during the next year will significantly extend the reach of M2002's promotional activities. It is hoped that the Games Licensing Programme will assist in the promotion of the core values celebrated by the Games and inspire the public to contribute to the Games experience.

Robert Stoker is head of the Sport Unit at Addleshaw Booth & Co - Official Lawyers to the Manchester 2002 Commonwealth Games

The content of this article does not constitute legal advice and should not be relied on in that way. Specific advice should be sought about your specific circumstances.

To print this article, all you need is to be registered on

Click to Login as an existing user or Register so you can print this article.

In association with
Related Topics
Related Articles
Related Video
Up-coming Events Search
Font Size:
Mondaq on Twitter
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).
Email Address
Company Name
Confirm Password
Mondaq Topics -- Select your Interests
 Law Performance
 Law Practice
 Media & IT
 Real Estate
 Wealth Mgt
Asia Pacific
European Union
Latin America
Middle East
United States
Worldwide Updates
Registration (you must scroll down to set your data preferences)

Mondaq Ltd requires you to register and provide information that personally identifies you, including your content preferences, for three primary purposes (full details of Mondaq’s use of your personal data can be found in our Privacy and Cookies Notice):

  • To allow you to personalize the Mondaq websites you are visiting to show content ("Content") relevant to your interests.
  • To enable features such as password reminder, news alerts, email a colleague, and linking from Mondaq (and its affiliate sites) to your website.
  • To produce demographic feedback for our content providers ("Contributors") who contribute Content for free for your use.

Mondaq hopes that our registered users will support us in maintaining our free to view business model by consenting to our use of your personal data as described below.

Mondaq has a "free to view" business model. Our services are paid for by Contributors in exchange for Mondaq providing them with access to information about who accesses their content. Once personal data is transferred to our Contributors they become a data controller of this personal data. They use it to measure the response that their articles are receiving, as a form of market research. They may also use it to provide Mondaq users with information about their products and services.

Details of each Contributor to which your personal data will be transferred is clearly stated within the Content that you access. For full details of how this Contributor will use your personal data, you should review the Contributor’s own Privacy Notice.

Please indicate your preference below:

Yes, I am happy to support Mondaq in maintaining its free to view business model by agreeing to allow Mondaq to share my personal data with Contributors whose Content I access
No, I do not want Mondaq to share my personal data with Contributors

Also please let us know whether you are happy to receive communications promoting products and services offered by Mondaq:

Yes, I am happy to received promotional communications from Mondaq
No, please do not send me promotional communications from Mondaq
Terms & Conditions (the Website) is owned and managed by Mondaq Ltd (Mondaq). Mondaq grants you a non-exclusive, revocable licence to access the Website and associated services, such as the Mondaq News Alerts (Services), subject to and in consideration of your compliance with the following terms and conditions of use (Terms). Your use of the Website and/or Services constitutes your agreement to the Terms. Mondaq may terminate your use of the Website and Services if you are in breach of these Terms or if Mondaq decides to terminate the licence granted hereunder for any reason whatsoever.

Use of

To Use you must be: eighteen (18) years old or over; legally capable of entering into binding contracts; and not in any way prohibited by the applicable law to enter into these Terms in the jurisdiction which you are currently located.

You may use the Website as an unregistered user, however, you are required to register as a user if you wish to read the full text of the Content or to receive the Services.

You may not modify, publish, transmit, transfer or sell, reproduce, create derivative works from, distribute, perform, link, display, or in any way exploit any of the Content, in whole or in part, except as expressly permitted in these Terms or with the prior written consent of Mondaq. You may not use electronic or other means to extract details or information from the Content. Nor shall you extract information about users or Contributors in order to offer them any services or products.

In your use of the Website and/or Services you shall: comply with all applicable laws, regulations, directives and legislations which apply to your Use of the Website and/or Services in whatever country you are physically located including without limitation any and all consumer law, export control laws and regulations; provide to us true, correct and accurate information and promptly inform us in the event that any information that you have provided to us changes or becomes inaccurate; notify Mondaq immediately of any circumstances where you have reason to believe that any Intellectual Property Rights or any other rights of any third party may have been infringed; co-operate with reasonable security or other checks or requests for information made by Mondaq from time to time; and at all times be fully liable for the breach of any of these Terms by a third party using your login details to access the Website and/or Services

however, you shall not: do anything likely to impair, interfere with or damage or cause harm or distress to any persons, or the network; do anything that will infringe any Intellectual Property Rights or other rights of Mondaq or any third party; or use the Website, Services and/or Content otherwise than in accordance with these Terms; use any trade marks or service marks of Mondaq or the Contributors, or do anything which may be seen to take unfair advantage of the reputation and goodwill of Mondaq or the Contributors, or the Website, Services and/or Content.

Mondaq reserves the right, in its sole discretion, to take any action that it deems necessary and appropriate in the event it considers that there is a breach or threatened breach of the Terms.

Mondaq’s Rights and Obligations

Unless otherwise expressly set out to the contrary, nothing in these Terms shall serve to transfer from Mondaq to you, any Intellectual Property Rights owned by and/or licensed to Mondaq and all rights, title and interest in and to such Intellectual Property Rights will remain exclusively with Mondaq and/or its licensors.

Mondaq shall use its reasonable endeavours to make the Website and Services available to you at all times, but we cannot guarantee an uninterrupted and fault free service.

Mondaq reserves the right to make changes to the services and/or the Website or part thereof, from time to time, and we may add, remove, modify and/or vary any elements of features and functionalities of the Website or the services.

Mondaq also reserves the right from time to time to monitor your Use of the Website and/or services.


The Content is general information only. It is not intended to constitute legal advice or seek to be the complete and comprehensive statement of the law, nor is it intended to address your specific requirements or provide advice on which reliance should be placed. Mondaq and/or its Contributors and other suppliers make no representations about the suitability of the information contained in the Content for any purpose. All Content provided "as is" without warranty of any kind. Mondaq and/or its Contributors and other suppliers hereby exclude and disclaim all representations, warranties or guarantees with regard to the Content, including all implied warranties and conditions of merchantability, fitness for a particular purpose, title and non-infringement. To the maximum extent permitted by law, Mondaq expressly excludes all representations, warranties, obligations, and liabilities arising out of or in connection with all Content. In no event shall Mondaq and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use of the Content or performance of Mondaq’s Services.


Mondaq may alter or amend these Terms by amending them on the Website. By continuing to Use the Services and/or the Website after such amendment, you will be deemed to have accepted any amendment to these Terms.

These Terms shall be governed by and construed in accordance with the laws of England and Wales and you irrevocably submit to the exclusive jurisdiction of the courts of England and Wales to settle any dispute which may arise out of or in connection with these Terms. If you live outside the United Kingdom, English law shall apply only to the extent that English law shall not deprive you of any legal protection accorded in accordance with the law of the place where you are habitually resident ("Local Law"). In the event English law deprives you of any legal protection which is accorded to you under Local Law, then these terms shall be governed by Local Law and any dispute or claim arising out of or in connection with these Terms shall be subject to the non-exclusive jurisdiction of the courts where you are habitually resident.

You may print and keep a copy of these Terms, which form the entire agreement between you and Mondaq and supersede any other communications or advertising in respect of the Service and/or the Website.

No delay in exercising or non-exercise by you and/or Mondaq of any of its rights under or in connection with these Terms shall operate as a waiver or release of each of your or Mondaq’s right. Rather, any such waiver or release must be specifically granted in writing signed by the party granting it.

If any part of these Terms is held unenforceable, that part shall be enforced to the maximum extent permissible so as to give effect to the intent of the parties, and the Terms shall continue in full force and effect.

Mondaq shall not incur any liability to you on account of any loss or damage resulting from any delay or failure to perform all or any part of these Terms if such delay or failure is caused, in whole or in part, by events, occurrences, or causes beyond the control of Mondaq. Such events, occurrences or causes will include, without limitation, acts of God, strikes, lockouts, server and network failure, riots, acts of war, earthquakes, fire and explosions.

By clicking Register you state you have read and agree to our Terms and Conditions