The Manchester 2002 Commonwealth Games will be the largest multi-discipline sporting event held in the UK.
The development and protection of the image of the Games and the creation of a Games "experience" are fundamental criteria against which the success of the Games will be measured. This article examines the role the Licensing Programme will play in promoting the Games image, its scope and how it will be used by M2002 to enhance the Games "experience" for the public.
Conveying the Message of the Games
The Spirit of Friendship logo represents the three core themes of the Games – Sport, Culture and Friendship and forms the basis of the Games "look".
The Games are intended to represent much more than the recognition of great sporting achievement. They will celebrate culture, art, education and above all the friendship of the Commonwealth countries and will be the culmination of the Spirit of Friendship Festival, a series of national cultural events and festivals commencing in
