Brand image, purchase intent rise for Olympic sponsors

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."

Daily seminars

"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

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.