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Ford uses games sponsorship to push 'green' cars

Ford is to use its sponsorship of the Glasgow Commonwealth Games next year to promote its range of green cars to the events home nations as part of a wider attempt to revitalise its struggling European business.

The car marque has just announced it will become the official automotive partner for the event for an undisclosed fee.

It will promote low CO2 emissions models including Ford C-Max, Ford S-Max, Ford Galaxy and Ford Tourneo around the event, while also supplying Ford Focus vehicles for use by organisers.

Ford will use athletes such as Tom Daley, in promotions after signing separate deals with the Scottish, English, Welsh and Northern Ireland Olympic teams.

Mark Ovenden, Ford UK chairman and managing director told Marketing Week the Commonwealth tie-up aims to deliver a “sustainable and inclusive event for a huge global audience”.

The car manufacturer, which claims it has a presence in 90% of Commonwealth countries, is looking to exploit renewed interest in the event following the London 2012 Olympic Games.

Earlier this year, the business vowed it would cut losses in Europe this year following an overhaul of its operations across the region.

The news comes as organisers confirmed that 92% of tickets for the games had now been sold, with 11 of 17 sports had been sold and 2.3 million tickets requested.

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