The study looked at a selection of tier one and tier two London 2012 sponsors, who will all be activating their sponsorship of the Games via events. It found that those aware of a brand’s Olympic sponsorship are on average 50% more likely to find a sponsor brand inspiring and trustworthy and 50% more likely to consider purchasing a sponsor’s product.
The findings show the same effect does not apply to competitor brands.
The study was commissioned by HS&E, to identify the effects of Olympic sponsorship on sponsor brands, and to track attitudes towards the Games over a two-and-a-half year period.
Alastair Macdonald, sponsorship insights director at HS&E, said: "Our findings demonstrate London 2012 sponsorship is already providing sponsors with tangible image and business benefits.
"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."
The sponsorship study will be presented at the HS&E House at 60 St Martins Lane during the Games.
Meanwhile, research commissioned by official sponsor P&G shows awareness of Coke and McDonalds has increased by almost 50% among consumers. It also found that P&G has climbed into the top 10 on the brand awareness chart, and awareness of Visa, BT and EDF have either fallen or stayed the same in the last month.
Contrary to the Havas report, however, P&G found that non-sponsor competitor brands including MasterCard, Virgin Atlantic and HSBC are gaining from their rivals’ reputations as a Olympic partners.
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