NEWS: API wins account for 1998 Games

London-based sports marketing agency API Sponsorship has been hired to handle broadcast rights and international sponsorship for the 1998 Commonwealth Games in Malaysia.

London-based sports marketing agency API Sponsorship has been hired to

handle broadcast rights and international sponsorship for the 1998

Commonwealth Games in Malaysia.



The firm, which competes against rival ISL and IMG in the international

sports rights field, will also play a central role in handling PR for

the games - the first to be held in Asia - and has set up an office in

Kuala Lumpur to co-ordinate press facilities.



API has been acting as consultant on domestic sponsorship business to

the Malaysian organisers of the games, SUKOM Ninety Eight Berhad, for

several months.



The appointment represents a hat trick for API, which also handled

broadcast and sponsorship sales for the two previous Commonwealth Games

in Auckland, New Zealand and Victoria, Canada.



According to Ian Howard, managing director of API Asia and Canada: ‘It

is API’s intention to make the Kuala Lumpur Games the most successful

yet in terms of commercial revenue and build on the success of the 1990

and 1994 Games, where we raised USdollars 18 million and USdollars 40

million respectively.’



The UK, Australasia and Canada are seen as the key commercial markets in

which API will seek to maximise coverage and sponsorship exposure during

the ten-day event.



Sponsors for the last games included Canon, Coca Cola, IBM, Kodak,

Labatt’s, Reebok and Seiko.



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