London 2012 Boosts Sponsor Awareness
51% of the British public believe that London 2012 has made Britain a better place, according to new research. The study, by sponsorship experts Havas Sports & Entertainment, conducted in September of this year, has also revealed that 53% agree that London 2012 was the greatest Games ever, twice as many people as when the same question was asked in July 2012.
Sponsors benefitted significantly from this boost in attitude, as public awareness between April and September, on average, doubled across 27 sponsors measured in the study. The two most recognized sponsors were McDonalds (55%) and the Coca-Cola Company (52%), who topped the poll throughout the study, which began in March 2011.
The study was commissioned by HS&E to identify the effects of Olympic Games sponsorship on sponsor brands, and to track interest in and attitudes towards the Games over a period of two and a half years, starting in March 2011. The research has shown that for most sponsors, awareness of their association with the Games has had a positive impact on their brand image and consumers attitudes towards purchasing their products.
Lucien Boyer, President & Global CEO, HS&E commented: ‘The dramatic increase in positive public sentiment between July and September 2012, shown by our study, demonstrates that London 2012 went way beyond people’s expectations. Sponsors have benefitted, from this, across the board but the brands who up-weighted their activations during the Games, such as Coca-Cola, P&G and McDonalds, and engaged with their target audiences received the biggest boost in awareness.’
