Olympic sponsors score low recognition

Three out of five people are unable to name one Olympic sponsor, while 1% or less are able to identify Panasonic, Samsung and Procter & Gamble as London 2012 sponsors despite their high-profile campaigns.

McDonald's: artist's impression of the London 2012 restaurant
McDonald's: artist's impression of the London 2012 restaurant

The Ipsos MORI research, which polled 1,985 people, will largely make bleak reading for sponsors, particularly as there are only six months to the start of London 2012.

The research found that spontaneous awareness of companies sponsoring Olympics is very low, with three in five (59%) not being able to name any corporate sponsors.

McDonald's and Coca-Cola are the most well-known, with 11% able to identify them as sponsors.

Awareness among Londoners was higher than the rest of the country, suggesting that London-centric advertising campaigns are having more impact than national ones.

A spokesperson for Ipsos said: "The advertising for these local companies clearly has not had the desired impact as much as it has for the Global Brands.

"There seems to be a lot of confusion over which companies are sponsoring what. Many people assume that the official sportswear sponsor is Nike – but in fact it's Adidas."

Other findings from the research is that nearly three quarters (73%) said that knowing a company is an Olympic sponsor makes no difference to their perceived favourability towards the company while one in four (27%) agree that sponsors of the Olympics are making contributions as a way of giving something back to society, compared to nearly half (45%) who disagree.

Ipsos said: "Although there is still a lot to do there are some signs that Londoners are becoming more positively disposed to the Olympic Sponsors compared to the rest of the population.

"Given the size of London to the UK and its role as international capital this provides a useful platform from where sponsors can build."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


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

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published