COMMONWEALTH GAMES 2002HEADING FOR
Further supplementary memorandum submitted by
Manchester City Council and Manchester 2002 Limited
When Manchester successfully bid for the right
to host the Commonwealth Games in 1995, four key criteria were
laid down for the delivery of a successful Games.
1. THAT THEY
Two things are needed to ensure this statusthe
best facilities and the best competitors. The 2002 Commonwealth
Games will be focused on a cluster of venues within the purpose-built
Sportcity complex. The Velodrome, the English Institute of Sport
and the City of Manchester Stadium will represent the finest single
site collection of sporting facilities certainly in the UK and
possibly in Europe. Add to this the Manchester Aquatics Centreagain
brand new and the first pool in the UK to host two 50m poolsthe
new Hockey and new Bowls facilities, and the Games will see a
mix of the very highest standards of new and existing venues that
will attract the world's best sportsmen and women.
Manchester City Council, in partnership with
Sport England, is responsible for the delivery of the new facilities
and is absolutely confident that they will be ready on schedule.
The Manchester Aquatics Centre is
already open and being used by the public and elite athletes alike.
The Manchester International Convention Centre is now complete,
and works to Heaton Park and Belle Vue will be completed well
before the end of this year;
The Stadium has 87 per cent of its
work packages let and remains well on track to achieve substantial
completion by December of this year when Manchester 2002 Limited
(M2002) will take access for final fit out and overlay to Games
modepractical completion will take place in March 2002;
The English Institute for Sport,
which includes the Indoor Tennis Centre and the National Squash
Centre and an indoor 200m athletics track, began construction
in January of this yearwith practical completion on target
for early next year.
What calibre of sporting action can the British
public expect to see in these venues? In both individual and team
events the answer is the very best.
Three of the sportsSquash,
Netball and Bowls are equivalent to world championships, whilst
in Hockey and Rugby 7's, the very best teams are drawn from the
Right through the Athletics programme,
from Ato Boldon to Obadele Thomson in the 100m to our own Denise
Lewis in the Heptathlon there will potentially be a very strong
In total 88 medallists in Sydney
were from Commonwealth countriesthe majority of whom we
expect to welcome to Manchester next year;
We are expecting some 5,000 athletes
and team officials from 72 competing nations across 17 sportsmaking
the Manchester Games the biggest Commonwealth Games ever;
And, with all the competition and
training venues within 30 minutes travel time of the Athletes'
Village (with the exception of Shooting) we know the foundations
are in place to attract the very best by providing the very best.
2. THAT THE
One of the primary reasons why Manchester bid
for the Games was, and remains, a firm belief that sport can play
a pivotal role in social and economic regeneration. Sportcity
is located in East Manchesterjust over 20 minutes walk
from the city centreyet one of the most deprived areas
in the country.
The investment in the Games that Manchester
City Council has made is based on sound financial and economic
On top of the £145 million in
new sporting facilitiesall of which have a long term community
and elite usage in futurean estimated further £200
million of private sector investment will create a new "Town
Centre" alongside Sportcity combining retail, leisure and
An independent evaluation report
from KPMG has predicted the creation of over 5,000 10 year equivalent
jobs being created in the area. This will be the product of over
10 years of planning, of vibrant public and private sector partnership
and of a regeneration strategy that has already successfully transformed
much of Manchester in recent years. A regeneration company, New
East Manchester Limited, is fully operational, driving forward
the regeneration programme.
In Games terms too we believe we can leave a
legacyensuring that we set a new standard in inclusivity:
The 2002 Games will be the first
global multi-sport event to include a programme of events for
elite athletes with a disability living and competing alongside
their able bodied colleagues;
Manchester will also see the highest
proportion yet of female athletes41 per cent of the total
competition numbers, only with Boxing, Wrestling and Rugby 7s
without female representation.
The Games has one other legacy which we must,
and will, ensure is created. The ability of the UK to attract
future high profile events, particularly the Olympics, is directly
linked to the success of the 2002 Games in Manchesterthe
stakes are very high but so are the potential rewards.
3. THE GAMES
2002 is the year of Her Majesty The Queen's
Golden Jubilee, and the Commonwealth Games will be the national
culmination of those celebrations.
Whilst the focus and expertise of M2002 remains
directed to the core objective of the Games themselves, we have
been delighted that so many groups and organisations wish to use
the Commonwealth Games as the catalyst for new initiatives celebrating
the Commonwealth's sporting and cultural heritage.
The plans for the Spirit of Friendship Festival,
entirely funded outside of the Games budget, have now crystallised
into four "themed" areas. Highlights include:
a £1 million DfEE schools campaign
which will put the Commonwealth Games into 30,000 schools across
the UK from September this year; and
a £3 million grass roots sporting
programmeincluding a regional Youth Games, to be funded
by Sport England.
By the time of the Games we believe that the
Spirit of Friendship Festival will have placed the Commonwealth
Games firmly on the agenda of every household, school, club, town
and city in the countrywhich can only be good news for
the Games, whether measured by ticket sales, merchandise sales
or levels of general public interest.
4. THAT THE
The Organising Committee is working hard to
match its operating budget with commercial incomeSponsorship,
Broadcast Rights, Ticketing and Licensing.
This is an ambitious target in the light of
comparable sporting events in the UK and previous Commonwealth
Games, but good progress is being made.
To put this into context, our previous submission
indicated that there is revenue in place totalling £18 million
two years out from the event yet already more than either the
1999 Rugby Union World Cup or the Cricket World Cup generated
in total sponsorship.
Since then, our committed commercial revenue
has leapt to £30 millionwhich includes our overseas
TV rights sales to Channel 7 in Australia and TVNZ in New Zealand
and two sponsorship agreements with global brands.
These announcements mean progress continues
ahead of our financial planning assumptions. Detailed negotiations
are underway across all the key sectors and M2002 are confident
of continuing to achieve additional sponsorship right up until
the Games. Ticketing and licensing revenue will be achieved largely
To ensure maximum public support and attendance
at our Games we have developed a ticketing philosophy of "full
stadia at fair prices"a strategy to maximise attendance.
In licensing, we are working alongside experts
from Sydney to develop a truly national retail programme, supported
by the Spirit of Friendship Festival.
In sponsorship we are working with companies
who add real value and risk reduction alongside their sponsorship
commitment. Adecco, as well as being the world's largest employment
agency, has managed the volunteer recruitment and training exercise
at major events before, including Euro 2000, Sydney 2000 and Atlanta
1996. Atlantic are an international company, 30 per cent owned
by Marconi, who are building for the Gamesand at no cost
to the Gamesa bespoke Games communication network using
dedicated dark fibre and state of the art technology.
We believe the Commonwealth Games will capture
the imagination of the public in a way no event has managed before.
We will achieve this by delivering a quality product supported
throughout 2002 by appropriate national marketing campaigns. Not
just those of M2002but through those of the 17 competing
sports who between them have over 1.5 milion registered club members
and many millions more unaffiliated participants. Through the
Spirit of Friendship Festival which has the potential to reach
into the homes and lives of millions. Through our media partners,
and through the marketing collateral of our sponsor family.
Sydney has set new standards, and expectations,
for all multi-sport events have soared as a result. The Commonwealth
Games is not the Olympics, but we can benefit from the experience
of a number of key managers recently recruited directly from Sydney,
to take what is applicable and overlay this on to our own plans.
What we can certainly do, is to deliver an event that engenders
the same sense of pride and involvement and delivers the same
levels of sporting excellence and home medal successes.
The foundations are in place for us to succeed
in our shared aspiration that the UK will never again need to
look with envy at how others rise to the challenge of hosting
major events. In the autumn of 2002 we confidently predict that
future bid cities and countries will look back and say "we
want to do a Manchester".