by Larry Eder
This is RunBlogRuns’ five takeaways, albeit remotely, from the 2022 Commonwealth Games. For transparencies’ sake, I was not in Birmingham, as my media credential was not approved due to my late request. Stuart Weir, our RBR European senior writer, was, but these are my observations.
- The Commonwealth Games were a huge success any way that you look at it. 6500 athletes and officials from 72 countries. In this Balkanized world, the countries of the former British Empire still see the huge value in all that brings them together. There is a lesson for us all, including the ruptured democracy that we have in the United States.
- The athletes were one of the stars in Birmingham. Laura Muir, Jake Wightman, and many others spoke about wearing the vests of England, Scotland, and Wales. While there were some not-as-world class events, there were some spectacular performances, and they caught the eye of the fans and a global audience.
- The audience was one of the stars in Birmingham. Eugene and all of USATF should learn from this. If you actually promote to sports fans, they will come. Drake Relays fills up, and Pre has filled up stadiums in Eugene and Palo Alto. New York has filled up stands. One must promote an event at least two years out and do it vigilantly so that fans can come to events and also watch on TV.
- BBC TV knows how to broadcast Track & Field. From 2006-2018, I went to nearly every major track and road event in the UK. Ian Stewart and Dave Bedford encouraged me. Ian Stewart said that I needed to see how events, properly done, could invite the general sports audience into viewing. He was dead on. I was totally impressed. Ben Poochie and his club put on the Night of 10,000m PBs, one of the finest and most innovative events EVER in our sport. Please, dear BBC, do not EVER try and be more like US broadcasters; your audience will murder you. Your team of Steve Cram, Paula Radcliffe, and others, including Michael Johnson and contrarian views, are quite good and entertaining.
- Where is a footwear sponsor? I have no idea why adidas, PUMA, NB, or Brooks is not involved with the Commonwealth Games. I see more value in the CG for a brand, with the iconic, emotional, and historical ties that I do for other global championships. One brand geek told me that they do not count the CG as legitimate champs. I say bullsh#t. The competition, the loyalty, the fans, and the viewership tell me that some savvy young marketer should pull his or her, their heads out and make a run for the nearest Commonwealth Games media official and get it done. Do not get me started on how footwear brands, well-meaning, are clueless about opps, old school yes, that would put their brands in a great view of millions of possible consumers. The Commonwealth Games has an audience that any footwear brand can invest in with benefits.
