The World: Beijing - Sponsors expect sales rise as Olympics fever starts

Sponsors of the Beijing Olympics, which begin next month, are beginning to reap their rewards, according to new research.

Thirty-seven per cent of respondents to a survey carried out by Universal McCann said they would start buying, or increase their purchases of, sponsors' products and services. Sixty-six per cent of respondents said they preferred to buy celebrity-endorsed products. Fifty per cent said they were encouraged by the mere inclusion of the Olympics symbol.

Manpreet Singh, the Universal McCann China chief executive, said large numbers of first-time buyers were responding to Olympic-related marketing.