Commonwealth Games Review

Commonwealth Games Review

As the 2018 Commonwealth Games inch closer to an end, we have a great opportunity to analyse this year’s competition. While it’s important for the games to be hosted in all nations that had some connection to the UK in their history, there have been some major drawbacks to hosting the games in Australia. One of the primary issues is the large time difference between the UK and Australia. The 9-hour difference between the UK and the Gold Coast doesn’t allow English, Scottish, Northern Irish, Welsh, and Canadians (who have a minimum of a 12-hour time difference, and a maximum of 17 hours) fans a great opportunity to watch their nation’s athletes live.

The central focus on Australia for the games has also translated to the standings. Australia has a staggering 145 total medals in seven days, while England sits at second with 76.  This is a complete flip from the 2014 games in Glasgow, as England finished first in the table with 174 total medals and Australia in second with 137. With three full days remaining, Australia has a great chance to top England’s 174.

In terms of social content, the games are positioning its Twitter as a platform to tell in-depth stories about various athletes participating this year. In addition to their in-focus tweets, the games are sharing some of the best highlights from the competitions. This strategy is used constantly by almost every sport social media channel, as it is such an easy way to get your followers to see your brand at its best.


In addition to important moments shared through video, the games have created graphics that feature various sponsorships that have some connection to that tweet. Like the major moments, these sponsored graphics are an easy way for the games’ followers to see creative content. It’s a win-win situation for the games when you can create content that doesn’t seem to picture you as a sell-out.  

It really shouldn’t come as a large surprise that 2018 Commonwealth Games have been the most interactive when looking at content created on social media and the ease of access that fans have to watch their favourite athletes participate.  This will most likely hold true four years from now when the 2022 games take place in Birmingham. UK natives are able to watch the events on BBC 1 & 2 and online through the BBC Sports website. While this tournament may not receive the same amount of attention as the Winter or Summer Olympics, it still positions itself as one of the more prestigious international competitions across the world.