(ATR) A blast of fireworks and a new sponsor ring in the final year to the inaugural European Games in Baku.
At the stroke of midnight on June 12, fireworks lit the Caspian Sea shoreline as the countdown ticked down from 365 days to go until the opening ceremony of the European Games.
With 25,000 Bakuans packing the Boulevard Park, the gathering was the biggest celebration so far in the small-scale pageantry that leads up to a big international sporting event. Only named as European Games host in late 2012, Baku has been deprived of calendar milestones such as 500 days to go to help rally the public, so they’re trying to make the most of what’s left.
But ceremony aside, the week included important meetings and announcements about the business of these nascent games.
BP in Azerbaijan used June 12 to launch its sponsorship with Baku 2015. The company has been doing business in this oil-rich land for 20 years and says it wants to support Azerbaijan sport development.
"Our partnership with 2015 Baku European Games is in essence about promoting the Games within the boundaries of Azerbaijan – to help Azerbaijan promote itself as a fitting place for major international events, to help the country prepare its people – mainly staff and personnel to be involved in the event management and project delivery next summer, to support athletes preparations for the Games," says BP in a statement to Around the Rings.
Pin collectors should note that BP has created a pin that includes the BP logo with that of the Azerbaijan National Olympic Committee, sneaking the Olympic rings onto the badge. Curiously absent is branding for the European Games.
There remains the possibility that another petroleum sponsor could join the program for Baku 2015, ATR is told, given the influence of big oil in this country. And that sponsorship may indeed go to SOCAR, the State Oil Company of Azerbaijan. Negotiations are underway with another half dozen companies, say Baku marketers.
The day before, Swiss Timing brand Tissot announced its partnership with the European Games, amount of the deal also undisclosed. The deal includes the work of Swiss Timing to provide services to Baku similar to its work for the IOC at the Olympic Games.
A critical group of stakeholders in the games visits Baku this week: the chefs de mission planning to lead delegations from 42 countries to the games next June. The chefs have been briefed on all aspects of the games touching on athletes and NOCs. Their three-day meeting, for some a first ever visit to this far Eastern edge of Europe, included a tour of the athletes village.
Completed more than a year ago, the lowrise apartment blocks are already being used as office space for the organizing committee known in an acronym as BEGOC. This weekend part of the complex will house several hundred athletes and officials who are in Baku for the European Rhythmic Gymnastics Championships. The event will be a first for the newly built National Gymnastics Arena on the fringe of the city.
Both village and arena are examples of the advanced capital project preparation that made it possible for Baku to step in on such short notice to host these first games. Both projects, as well as the new national stadium, were planned and underway well before the European Games were a gleam in Patrick Hickey’s eye.
Hickey, president of the European Olympic Committees, which owns the European Games, is spending four days here this week to review progress with organizers.
"That’s the thing we're absolutely thrilled about," Hickey said in a roundtable with reporters, referring to the absence of construction worries.
"We have no problems whatsoever in the construction area and the delivery now. They’re in the delivery mode, and they’re working at that in a professional way. They were very wise. They brought in expertise from the London Games," he says.
Hickey adds the that one of the legacies from the games is that a cadre of young executives in sports management are working directly in number two and number three positions across the organizing committee.
This week marks a debut of sorts in the public eye for Simon Clegg, who stepped into the CEO position a couple of months ago when predecessor Jim Scheer resigned and returned to the United States. Clegg, formerly of the British Olympic Association, had been working with the European Olympic Committees as its executive overseeing the Baku project.
"It’s been full on since I arrived here, and [I] don’t expect that to change," says Clegg, who had been spending a week a month in Baku.
"I keep telling everyone this is a sprint, not a marathon, for the next 12 months," he says. "I’m not expecting to gain anymore gray hairs. Maybe I will lose a few. But it will all be worth it."
"I am convinced we are going to deliver an absolutely stunning event, not only for Azerbaijan, but for sport and youth in Europe," Clegg says.
There do remain problems to solve in Baku. Water quality on the shoreline of the Caspian Sea is an issue for the International Triathlon Union. Right now, the event is a qualifier for the 2016 Olympics, but that could change if the swimming leg of the event is dropped.
The search continues for more sponsors as well as broadcasters in Europe who will buy the TV rights to the games. Organizers admit more needs to be done to build interest across Europe in the new event to help drive sponsorship sales as well as TV deals.
International politics could also be a flashpoint. At this week’s meeting of the chefs de mission, only one country was missing from the roster of 42 European NOCs -- Armenia. It’s not known whether the Armenian absence is linked to the century-old differences between the two nations. Borders along three provinces are still in dispute. Clegg says Armenia is expected to be in Baku next year, regardless.
About 6,000 athletes are expected from June 12-28, a 17-day schedule that lasts as long as the Olympics but includes just 16 Olympic sports with 19 sports on the overall program.
Nine of the Olympic sports will use Baku has a qualifier for the 2016 Olympic Games.
Written by Ed Hulain Baku
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