Majority of UK consumers 'cannot name Olympic sponsors'

More than half the UK population cannot confidently name a single Olympic sponsor, despite the hundreds of millions poured into sponsorship programmes, according to research from ICM on behalf of Third City.

McDonald's: London 2012 official sponsor
McDonald's: London 2012 official sponsor

Less than one quarter (24%) of Britons could not name a single Olympic sponsor, out of the 2,013 adults surveyed on 11-12 July.

A further one in three (33%) said they could hazard a guess, but would be unsure if they were correct.

In London, sponsor cut-through is slightly better, with four in five of those living in the capital unable to name more than two of the Games' 14 headline sponsors.

Mark Lowe, founding partner at Third City, said: "Advertising that offers no promise, support or reason-to-believe looks like wallpaper. Unfortunately, too many Olympic sponsorships fall into this category.

"Just 'badging' a major event, no matter how high profile, just isn't enough anymore."

The survey comes two days before the Olympics opening ceremony, and the same day the first Olympics event, a women’s football match between Team GB and New Zealand.

Olympic sponsor BMW told Marketing on 11 July that it was "unlikely" to sponsor the next Olympic Games after spending an estimated £50m on sponsoring London 2012.

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More