The choice might seem risky. However, it should pay off. In Baku, capital of Azerbaijan, the European Games have undoubtedly found the best possible terrain to emerge from the ground and find a place in the sun. The city celebrated Wednesday June 11, with a huge fireworks display, the symbolic date of D – 365 days before the event. And it is clear that all the indicators are green.
Thursday June 12, 2014, a new economic partner came to join the adventure. And not the least. The oil company BP signed a sponsorship contract with the 2015 European Games at midday. It joins Procter & Gamble as official partner of an event which already also has an official timekeeper, Tissot, and a ticketing agency, Tickethour. A list that could soon grow even longer. Azad Rahimov, the Minister of Youth and Sports of Azerbaijan, assured this after initialing the contract with BP representatives: “We should soon be able to announce the signing of partnerships with 4 or 5 other companies, some of which are international . »
On the budget side, not the slightest anxiety, especially since most of the expenses are covered by public funds. The work, for its part, is progressing at a good pace. “To date, we have not encountered any problems in the construction or development of the sites,” says Patrick Hickey, Irish president of the Association of European Olympic Committees (ACNOE). The Azerbaijani organizers, however, thought big, by building most of the sports facilities for an event that grew from 12 to 19 sports disciplines in just a few months. “But we are on time, everything will be ready in time,” points out Azad Rahimov.
The only downside: the triathlon event. The Azeri minister makes no secret of it: the quality of the water in the Caspian Sea, where the swimming portion of a competition whose winners will win a ticket to the Rio Games is to take place, is not yet to the standards required by the International Triathlon Federation (ITU). A setback that should soon be nothing more than a bad memory. “Everything will be settled before the end of the year,” Azad Rahimov promises.
There remains one last challenge, but a major one: the promotion of a brand new event, therefore still unknown to the European media and public. Patrick Hickey recognizes this: “Outside the circle of experts of the Olympic movement, the European Games are not yet known. The Azeris have been a little slow to address the issue of promotion. They are late and they know it. But they work hard to update themselves. » As proof, the broadcast of images of the festivities marking D – 365, Wednesday June 11, by several non-sporting television channels.
The presence alongside them of partners like BP and Procter & Gamble should speed things up. According to Simon Clegg, head of the Baku 2015 organizing committee, the contracts signed with these sponsors include a promotion component for the event, in Azerbaijan and internationally. Another initiative: the appointment of renowned ambassadors for the European Games. Patrick Hickey announced the first one this Thursday, June 12: French judoka David Douillet, Olympic heavyweight champion in 1996 and 2000. The list should quickly grow.
With just a year left to go, Azerbaijan is counting down the days with a mixture of excitement and impatience. A meeting of heads of mission began Tuesday June 10 in Baku, for three days of visits and inspections. “They were very impressed with what they saw,” says Simon Clegg. “I am extremely confident,” confirms Patrick Hickey. This country has never organized an event of this magnitude. But it will amaze everyone and launch the history of the European Games in the best possible way.” We take his word for it.
