Commonwealth Games, 2022 - Post Event Analysis

An analysis of the recent 2022 Commonwealth Games, which provides insight the event's broadcasters, sponsorship portfolio, prize money, attendance and ticketing

Synospsis

• Tickets started at $9 for children and $16.87 for adults in Birmingham, with a ballot being utilized for the distribution of tickets in the summer of 2021. Additional tickets were sold closer to the event, with special sessions where medals were won started from $24.74
• 323,000 ticketed spectators visited Alexander Stadium over the course of the event, whilst 173,000 visited Edgbaston for women's cricket. The 2022 Commonwealth Games was streamed a record 57.1 million times on BBC platforms over the course of the event, shattering the figures from the 2018 event, which stood at 9 million streams
• BBC viewing peaked at 6.6 million people on the third day for the men's and women's 100m backstroke and breaststroke finals. The event's current sponsorship deals are worth an estimated $30.35 million by the publisher
• The deal with Severn Trent, Reckitt and EON are the event's biggest deals, which are estimated to be worth $3 million a year by the publisher and serve as the Games' nature and carbon neutral partner, hygiene partner and energy partner, respectively. Australia and England believe the Commonwealth Games provides a platform to perform to enhance their reputation, providing opportunities for sponsorships
• Other nations do reward their athletes with prize money, but it is dependent upon the country. India reward gold-medalists with $25,000, whilst Malaysian gold-medalists will take home roughly $2,100. Singapore also have a large prize pool of $259,000 for their medalists

Key Highlights

A total of 28.6 million people tuned into the 2022 Commonwealth Games on BBC, with the event being streamed a total of 57.1 million times. Alongside this, 1.5 million tickets were sold at the event this year, more than any other Commonwealth Games held in the UK. .

Regarding sponsorship, the 2022 Commonwealth Games had a total of 53 sponsors, which are worth a total of $30.35 million annually.

Scope

• This report provides an overview of the event including a look at the event's sponsorship portfolio, broadcasters, prize money, attendance and ticketing. An analysis of the 2022 Commonwealth Games sponsors is included and the estimated annual values for some of these deals. Information regarding some of the events broadcasting, ticketing figures and a sustainability case study are also included

Reasons to Buy

• For those wanting an in-depth analysis of how the 2022 Commonwealth Games performed, in the sense of both business and popularity