Major events can have an incredibly positive impact on their host cities and citizens. If we are to avoid the lack of public support that can lead to the likes of Calgary and Graz withdrawing their bids for the 2026 Winter Olympics, we must ensure that major events achieve an international reputation for being cost effective, inclusive and having long-term sustainable benefits. We need to work together to engage with all stakeholders, including the general public, so that everyone feels involved.

In my 37 years with CSM Live (in its different guises) I’ve had the pleasure to work with many great organisations and hosts that understand the benefit of branding not only event spaces and fan zones, but entire cities and countries, and the importance of wide public engagement.

London 2012 is a fantastic example of this attitude. They worked to get the public onside right from the start, launching the 2004 / 2005 bid in tandem with a major PR campaign which included events and a city dressing campaign around the whole of the UK. This commitment to bringing the excitement of the Games into the public domain only increased during the actual games, with the aim to ‘Inspire a Generation’. CSM Live took point on both the venue and the city dressing, creating the space branding guidelines, and producing and installing the branding.

To ensure uniform, easily-accessible branding across the country, we created an online catalogue from which local authorities and institutions could order Games Look and Feel elements based on a pre-designed Kit of Parts. In the end, we dressed 33 London Boroughs, 11 Host Cities, 43 Live Sites and communities throughout the UK, with everything from banners and bunting to giant shot putts falling from the sky and over-sized inflatable mascots rising from the ground; we lit up buildings in brand colours; installed branded planting, pavements, transport and transport hubs; and created soundscapes across bridges and light projections in the sky.

Obviously, this approach can be very expensive, but one solution is to find a sponsor or partner with similar goals. The Tour de France Grand Depart found that in Yorkshire Building Society, who were extremely proud to be able to sponsor this iconic event as it travelled through their heartland during their 150^th anniversary celebrations. We worked closely with the event organisers, local councils and Yorkshire Building Society to create activations and branding concepts that helped local people celebrate their proud Yorkshire heritage.

For a perfect example of how a unified and integrated major events policy can positively impact a whole country, just look to the country that’s hosting Host City. I have had the pleasure of working in Scotland many times including both the Ryder Cup and the Commonwealth Games during their amazing 2014 year - the “Big G” logo, which we created for the Games is now a permanent selfie inspiring fixture, and I expect big things as they continue the ‘Scotland the Perfect Stage’ strategy onto 2025.

Hear Andrew Hodson’s “lightning talk” at Host City 2019, the largest meeting of cities and sports, business and cultural events in Glasgow on 26-27 November

At the Commonwealth Games Federation (CGF) General Assembly in Rwanda, the CGF launched Transformation 2022 Refresh, showcased the organisation’s rebrand as Commonwealth Sport and re-elected President Louise Martin DBE for a second four-year term.

Transformation 2022 is the Commonwealth Sport Movement's Strategic Plan from 2015-2022. Refresh refers to the current period from 2019-2022 following the first four-year phase.

The plan follows detailed member consultation as part of the CGF’s Regional Meeting Programme which commenced following the conclusion of the Gold Coast 2018 Commonwealth Games.

The refresh commits the movement to focusing on delivering inspirational sporting moments, nurturing a powerful sporting movement and activating transformational partnership.

It also establishes a new strategic priority focusing on the Movement’s ambition to ‘Realise Collective Impact’ - focused on athletes and sport for social change – a defining differentiator for the Commonwealth Sport Movement.

This aims to empower and equip athletes as agents of change and advocates for integrity; provide support and opportunities for CGAs; contribute to truth, reconciliation and relief programmes and strengthen the contribution of sport in Commonwealth Cities.

This new strategic priority also includes the future formation of the Commonwealth Sport Foundation.

Commonwealth Sport

The “Commonwealth Sport” brand was developed in close consultation with the 71 Commonwealth Games Associations (CGAs).

It reflects a bold, forward looking approach that underpins the CGF’s values of Humanity, Equality and Destiny, the collective work of the six regions and the vision of the Movement.

It is a brand for the entire movement, created by RBL agency in the UK, and replaces the more internally-focused corporate identity, launched back in 2000.

CGF CEO David Grevemberg CBE said: “There really is no better place than Rwanda to strengthen and position Commonwealth Sport as a progressive leader in sport and social change, harnessing the power of sport as a catalyst to unleash our human potential and positively transform lives.

“The Transformation 2022 Refresh will ensure the Commonwealth Sports Movement is in the best possible position to capitalise on the opportunities and mitigate possible risks that lie ahead in a rapidly changing world.  

“It is an important time to galvanise and drive the positive impact of sport on society which is why we have updated and launched an exciting new Commonwealth Sport Brand to keep pace with our ambition.

“This means we aren't just unveiling a new logo and emblem but actually linking our narrative, positioning and meaning. It is about putting the emphasis back on our vision, our values and our athletes.”

President Louise Martin re-elected

Dame Louise Martin DBE was re-elected by delegates at the General Assembly four years after she took up the role in 2015, when she became the first female to hold this office.

She said: “Looking back over the last quadrennial, I am overwhelmed by a sense of pride from our collective achievements, at the endeavours of Commonwealth athletes, at the success of our flagship events and how we have adapted and responded to challenges as well as harnessed opportunities.

“Like all families, we are defined by people, how we treat and respect each other and how we work together.

“Let’s continue to deliver on the strategy outlined in the Transformation 2022 Refresh and enjoy this journey as through sport, we build peaceful, sustainable and prosperous communities across the Commonwealth.”

The General Assembly took place at the flagship Kigali Convention Centre with the event marking the ten-year anniversary of Rwanda joining the list of Commonwealth nations in 2009.

It was staged a year before the country hosts the Commonwealth Heads of Government Meeting (CHOGM) in 2020 with Commonwealth Secretary General the Rt Hon Patricia Scotland QC in attendance where she delivered a formal address to the Assembly.

Rwanda is the newest member of the Commonwealth and the second country (as well as Mozambique) in the Commonwealth without historic UK ties.

Dame Louise Martin DBE is speaking at Host City 2019, the largest meeting of cities and sports, business and cultural events