Brand image, purchase intent rise for Olympic sponsors
23 Jul 2012 10:13
A study, commissioned by sponsorship experts Havas Sports & Entertainment (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, has released its results.
Research, released 18 July 2012, shows sponsorship of the London 2012 Olympic & Paralympic Games has already led to substantially stronger brand image and purchase intent across a wide range of official sponsors' brands.
Perceptions of brand image are on average 25-50% more positive across a representative selection of Tier One and Tier Two London 2012 sponsors included in the study. Those aware of a brand's Olympic sponsorship are on average 50% more likely to find a sponsor brand 'inspiring' and 'trustworthy' and 25% more likely to view a sponsor as 'world-class' or 'admired.'
The impact of sponsorship at the Olympics
This enhanced brand image then successfully translates into a significantly higher purchase consideration, with those aware of a brand's sponsorship being on average 50% more likely to consider purchasing a sponsor's product.
Alastair Macdonald, sponsorship insights director, HS&E, commented, "Our findings demonstrate London 2012 sponsorship is already providing sponsors with tangible image and business benefits. These patterns apply specifically to the Olympic sponsors - the same effect does not apply to competitor brands, which indicates this is a genuine sponsorship effect.
"The impact we have measured is already significant, before the Games have even begun. Once the study has been completed in 2013, we will have the most comprehensive set of evidence yet produced as to how effectively sponsorship of the Olympic Games affects consumers' perceptions and attitudes, as well as the impact on the products they choose to purchase."
Lucien Boyer, president and global CEO, HS&E, added, "The key for brands is to use these sponsorships to engage with their target audiences in meaningful ways so they can benefit fully from the positive association highlighted in our research. Our insight from working over 20 years in global sponsorships and with 10 London 2012 sponsors is that the most effective campaigns find a meaningful association with the sponsorship that is unique to the brand or product, in question, and creates added value experiences."
"We look forward to discussing this research in more detail at the HS&E House in London, which will bring together sports industry experts from brands and governing bodies for a series of daily seminars this summer," adds Boyer.
Open from 27 July until 12 August from 3-8pm daily, the event is a thought-leadership platform welcoming leaders in the global sports community: brands, governing bodies, athletes, sports stakeholders and journalists. It will allow guests to network and debate with top experts, notably during the daily speakers program at 4pm.
The Olympics sponsorship study will be presented at the event during the Games.
Speakers include representatives from The Coca-Cola Company, Lloyds TSB, AEG, Amaechi Performance Centre, The Times, Visa, Heineken, P&G, Sky Sports, the NBA, the NFL, YouTube, Twitter, EDF, the IPC, the World Food Programme, the London Legacy Development Corporation, Sochi 2014, LOCOG, current and former Olympians, NOCs and more.
John Amaechi, psychologist, author, social entrepreneur and former NBA player
Peter Bayer, CEO, Youth Olympic Games, Innsbruck 2012 Youth Olympic Games
Dmitry Chernyshenko, president of the Sochi 2014 Organising Committee
Michael Cunnah, chairman, iSportconnect
Shaun Dawson, chief executive of Lee Valley Regional Park Authority
Dill and Susan Driscoll, founders of ignition
Iain Edmondson, head of major events, London & Partners
Tony Estanguet, slalom canoeist, Olympic and world champion
Colin Grannell, executive vice president, Partnership Marketing, Visa Europe
Sally Hancock, director, Olympic marketing and group sponsorship at Lloyds TSB
Chris Haynes, director of sports PR, SKY
Nathan Homer, Olympics project director, P&G
Caroline Hurford, spokesperson, UK & global issues, world food programme
Olivier Laouchez, CEO, Trace TV
Catherine Lescure, director brand and image, EDF
Scott MacLeod, interim commercial marketing director, London Legacy Development Corporation
Denis Masseglia, president of French Olympic Committee
Sir Keith Mills, deputy chairman of the London 2012 Organising Committee, chairman of the International Inspiration Foundation
Callum Murray, editorial director, Sportcal
Steve Nuttall, senior director, sports EMEA, YouTube
Chris Parsons, VP of NFL International
Daniel Ritterband, director of marketing & 2012 communications, office of the Mayor of London
Jeroen de Roever, manager group sports strategy, ATPI
Claude Ruibal, head of sports content, YouTube
Paul Samuels, senior vice president Europe Global Partnerships, AEG
Gianni Savio, technical director, Venezuelan road cycling team
Owen Slot, chief sports writer for the Times
Mark Tatum, executive vice president, Global Marketing Partnerships, NBA
Sue Tibbals, chief executive, Women's Sport and Fitness Foundation
Hans Erik Tuijt, global activation manager of Heineken International
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