Magazine article Marketing

World Student Games Still in Flux despite BT Cash Aid

Magazine article Marketing

World Student Games Still in Flux despite BT Cash Aid

Article excerpt

World Student Games still in flux despite BT cash aid

Universiade GB, organiser of the World Student Games, is hailing British Telecom (BT) as the first of several major partners after a 500,000 [pounds] sponsorship pledge. But observers doubt that Universiade can raise enough sponsorship for the games on time.

The Games, to be held in Sheffield in July next year, have been fraught with controversy from the start -- with funding the chief opposition gripe.

Supporters claimed the event would put Sheffield on the sporting map and draw much needed investment into the once strong steel town. Critics say it will leave the city saddled with massive debts. "Two weeks of games, 20 years of debt," is the language of local grafitti artists. Both sides admit that sponsorship or lack of it will decide the city's fate.

Universiade is working to a 27m [pounds] budget -- planning to raise 13m [pounds] through sponsorship. But with the games only 14 months away, the sponsorship funds now stand at a mere 1.5m [pounds] counting British Telecom's contribution.

Universiade's announcement in February that independent television company Grand Slam Sports had agreed to work on the Games failed to prompt the hoped for rush of sponsorship offers. …

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