Ford Motor Company has been declared the official automotive sponsor of the 2014 Commonwealth Games in Glasgow, Scotland, allowing the automaker to spotlight its line of low CO2-emitting cars, such as the Ford C-MAX, S-MAX, Galaxy, and Tourneo (Transit). Already signed on for endorsements are athletes from various teams participating in the games, which Ford U.K. Chairman Mark Ovenden has hailed as “a sustainable and inclusive event for a huge global audience.”
The move comes after Ford ceded the position of the top-selling U.S. car manufacturer in Europe to General Motors. And even though Ford is still one of the overall top-selling brands in Europe, its profits over the past year have been dwindling on account of a recent overhaul of its European operations.
Sponsorship of the Games, in which Ford is represented in 90 percent of the countries involved, is an attempt to boost its European sales and to regain the title as the top-selling U.S. car manufacturer in Europe.