Microsoft Secures Commonwealth Games Sponsorship

Microsoft has become the official software sponsor of this summer’s Commonwealth Games in a deal worth around £5m.

The deal represents Microsoft’s first foray into UK event sponsorship and will see the software giant launch a multi-platform advertising campaign to promote its association with the event. The campaign, which begins this month, will be fronted by Paralympic athlete Tanni Grey-Thompson and will emphasise the “potential” of Microsoft Technology.

To support the initial sponsorship Microsoft will also launch its own Commonwealth Games website www.microsoft.com/uk/cwg2002 and internet portal MSN will host a specially created microsite dedicated to the event. The company has also formed a partnership with Guardian Unlimited to deliver a bespoke daily email newsletter to sports fans and has signed a deal with Avant-Go to provide PDA users with a specially designed live-feed results channel.

Sarah Fasey, business and sponsorship manager at Microsoft, said: “For us, there has never been such a great opportunity to showcase our technology to so many different groups of people. Microsoft is proud and privileged to be involved in such an important event for the people of Manchester.”

Earlier in the year, Emap Performance’s Manchester-based Key 103 was awarded a new radio licence to operate during the Commonwealth Games. The new station, called The Games, will broadcast 24-hours a day on 87.8 FM and will provide entertainment guides, event information, traffic news and music (see Emap’s Key 103 Goes For Commonwealth Gold).

Microsoft: 0870 6010 100 www.microsoft.com

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