Advertisers using the Olympic Games as a promotional platform are seeing
significant increases in their brand awareness, though not always for
the right reasons, according to new research.
Coca-Cola has the highest awareness of any of the British Olympic team
sponsors, according to research from CIA MediaLab. Its latest Sensor
survey found that 31 per cent of people cited Coke as a sponsor, while
Kodak came second with 10 per cent awareness and Adidas third with 9 per
More than half of 15- to 24-year-olds knew that Coke is an official
sponsor, although 27 per cent were unaware of any link between brands
and the Olympic team.
In the US, Nike is driving its brand awareness in the face of criticism
from the International Olympic Committee.
The IOC has accused the company of ‘trashing’ the Olympic ideal with ads
that use lines such as ‘you don’t win silver - you lose gold’.
However, the success of the ads was underlined by a USA Today/Gallup
Poll, which asked people in Atlanta to name official Games sponsors.
Nike came fourth - although it is not actually an official sponsor.
Meanwhile, Eurosport, the pan-European sports channel, is claiming a
significant increase in viewer interest in the centennial Olympics
compared with the Barcelona Games four years ago. In Germany, for
example, the channel’s audience has increased by 141 per cent.
Even advertisers unconnected with the games or sport in general are
capitalising on this interest. Disney is using the Olympics to trail its
new film, a live-action version of 101 Dalmatians, five months before