ATPI told C&IT that London 2012 was a "game changer for the industry" and that those who missed out on the Olympics will see Glasgow 2014 as another chance to see the stars of Team GB.
Manager group sport strategy at ATPI, Jeroen de Roever, said: "Relatively smaller scale events such as the Commonwealth Games are growing almost as large in stature in terms of interest, logistics, prices, corporate hospitality programmes and sponsorship deals, and our services are now more in demand than they have ever been before."
The corporate sponsorship dynamic has also changed, according to De Roever, with the city of Glasgow set to benefit. He said: "From a sponsorship and consumer standpoint, brand programmes and campaigns are increasingly more about engagement and being part of the overall Games and host city community as opposed to straight-up product marketing."
Glasgow is using London 2012 as a "blueprint", according to De Roever, aiming to "duplicate the feeling and operational excellence that was on display during the London Games, but with their own Scottish twist".
He continued: "ATP Event Experts is seeing a good deal of interest from the UK as a lot of people who missed out on the London games have transferred their interest to Glasgow, knowing that many of the Team GB stars will be there. With Glasgow being so easily accessible, many people will use this opportunity to see their sporting idols in the flesh. But we have also see interest from overseas and even from some non-Commonwealth countries."
When C&IT spoke to industry figures in July – exactly a year away from the start of the Commonwealth Games – it found the events sector's appetite mixed for Glasgow 2014.
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