The study also reveals that the sponsorship programme is central to the delivery of a successful 2012 Olympic Games in London for which it says an estimated 拢2bn in commercial revenue is required to support funding of the games.
The study analyses the opinions of 2,000 UK consumers about their interest, participation, views and images of 45 sports, 50 sporting events and 60 world teams.
It provides access to information that brands can use to improve the planning of sponsorship and advertising around sporting events such as London 2012.
Key findings of the survey are that more than 4.6m British people want to attend the London Olympic Games, while ticket sales from British fans will generate over 拢278m.
Potential visitors to the Olympics think of themselves as up-to-date, fashionable, adventurous and creative and admit they are influenced by sponsorship.
Peter Walshe, global brand director at WPP-owned Millward Brown and lead researcher of the 'Sportz' study, said: "At the heart of successful sports sponsorships are the life values of sports fans and consumers.
"Businesses need to get their investment right by making sure any money they spend on sports sponsorship will have a positive impact on their business through improved brand affinity, brand growth and increased revenues."
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