The Lotto logo on the Team SA 2018 Gold Coast Commonwealth Games tracksuits got less podium exposure than the 361 Degree logo got in Glasgow in 2014, but this time it came in the slots that counted most: frequently watched athletics (14) and swimming (12).
In 2014 Team SA won 40 medals, but came 7th, compared to this year’s 37 medals and 6th place. At both events our athletes won 13 gold medals – but this year most of them were in swimming (6) and athletics (5) – sporting codes that attract many viewers, with highly recognisable star athletes. These two sports respectively contributed 12 and 14, or 70%, of South Africa’s medals.
In 2014 most of our gold medals came from lawn bowls (5), which is not avidly watched. The more popular codes swimming and athletics each contributed 3 golds. In Glasgow we did win the same number of athletic medals as this year (12), but swimming was down to 9 medals.
The UK sports brand Kukri was mostly unknown before Gold Coast 2018, but the 230 times it was seen on the podium is sure to create some interest in the brand. It was the sponsor of 2nd placed England, which won 136 medals, 45 gold; as well as Canada (#4) which won 82 medals and Northern Ireland whose athletes appeared on the podium 12 times.
Kukri came on the sport scene in 1979 as the kit of a combined army and RAF rugby club – from where it became a kit supplier for various other sport clubs and has since then expanded to seven other countries.
The Games champion and host nation, Australia, showed their Diadora kit sponsor logo 198 times on the podium.
PUMA, kit sponsor of the Caribbean fast runners (Jamaica, Trinidad and Tobago, Bahamas) as well as #3 placed India (66 medals), had the third most podium exposure – athletes wearing the brand were photographed receiving 100 medals in total.
Canterbury appeared on the podium 69 times thanks to athletes from Scotland and Wales, but 11 of the Welsh medals were won by swimmers (wearing Speedo) and cyclists (wearing Craft).
Nike aimed its kit sponsorship mainly at the runners from African countries: Nigeria (24 medals), Kenya (17), Uganda (6) and Botswana (5) showed the swoosh logo on the podium 52 times.
Chinese brand Peak provided the kit for the New Zealand team, which won 46 medals, 15 of them gold, to finish just above South Africa on the medal table.
Not surprisingly, well-known badminton brand Yonex provided the kit for the Malaysian athletes, who won 10 badminton medals out of a total of 24. The brand also provided clothing for the Singaporean team, which won 6 of its 9 medals in table tennis.
The teamwear of Cyprus, which won most of its medals in gymnastics, was supplied by Sol’s. This French brand is better known for the promotional clothing ranges it supplies in Europe.