The 2030 Commonwealth Games were tipped to be a glorious celebration of the competition's centenary in Canada, the country which hosted the inaugural edition of the multi-sport quadrennial event a century ago.
"The marketing footprint they are dealing with is a major challenge," Michael Payne, a long-time former International Olympic Committee marketing chief and current sports media strategist, told Reuters.
"Post Queen Elizabeth, the relevance of the Commonwealth is in decline," he added. "That will in turn erode the relevance of the Games unless the Commonwealth Games steps up its marketing and branding efforts in the years ahead. The Games' colonial origins have also attracted criticism in recent years, and with the death of Queen Elizabeth, there is a feeling the event have run its course.
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