Birmingham 2022 Unveil Longines As Major New Partner
Commonwealth Games Federation (CGF) has signed a new partnership agreement with Longines for the next three editions of the Commonwealth Games, starting with Birmingham 2022.
The announcement comes on Commonwealth Day, and begins as Birmingham 2022 unveiled a Longines Countdown Clock in the heart of Birmingham’s Centenary Square.
The agreement represents the first ever multi-Commonwealth Games partnership in history, and as well as receiving exclusive status as the ‘Inaugural Partner of the Commonwealth Sport Movement’, the brand will also provide timing and scoring equipment for every single event within the next three Commonwealth Games.
In addition, Longines has also been named as ‘Presenting Partner of rugby sevens, table tennis, gymnastics and athletics’ events and reinforces the strong ties between the brand and the Games, where it was originally a partner of the Perth 1962 Commonwealth Games and renewed its partnership for Glasgow 2014 and Gold Coast 2018.
“I am absolutely delighted and privileged to have Longines join with us as the Inaugural Partner of the Commonwealth Sport Movement,” said CGF CEO David Grevemberg.
“This is a truly historic agreement and having this multi-Commonwealth Games partnership in place showcases real confidence in the future direction of the Commonwealth Sport Movement. The partnership has been made possible because of the new Games delivery model, coordinated by CGF Partnerships, which looks at multi-Games opportunities and efficiencies.”
The Longines Countdown Clock features a ramped approach to ensure accessibility to all users while its structure forms the shape of the iconic ‘B’ logo of the Birmingham 2022 Games. This distinctive shape was created by connecting 12 towns and cities across the region, joining together key Games locations, where for the 11 days of the Commonwealth Games, 19 sports, including eight fully integrated para-sports, will take place.
Longines Vice President Marketing, Matthieu Baumgartner said: “On this special day, Longines is very excited to announce its participation in the XXIInd Commonwealth Games, considered as one of the world’s most important sporting events.”
“With 870 days to go until the start of this great event, our brand is delighted to reveal a historic multi-Commonwealth Games partnership with CGF, covering the 2022, 2026 and 2030 editions.”
“We are extremely proud of our partnership with the Commonwealth Games, which extends all the way back to the 1962 Perth Commonwealth Games and more recently the 2014 Glasgow and 2018 Gold Coast Commonwealth Games.”
“Timing is crucial when it comes to winning a gold, silver or bronze medal. In this regard, Longines is looking forward to providing its timekeeping expertise in various disciplines, including Athletics (Track & Field), Gymnastics, Rugby Sevens and Table Tennis, the sports we are partnering with during the Commonwealth Games.”
“Our brand has a long history of innovation and precision in sports timekeeping, dating back to the late 19th century already. For the three next Commonwealth Games, starting with Birmingham 2022, Longines is perpetuating this history, together with athletes and sports fans from all over the world.”
