Three-quarters of Scots 'oblivious' to Commonwealth Games sponsors

Virgin Media

October 03, 2013

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Three-quarters of Scots 'oblivious' to Commonwealth Games sponsors

Nearly three-quarters of Scottish consumers are unable to identify a single sponsor of next year's Commonwealth Games in Glasgow, according to new research.

Irn-Brew: 15% of Scots know owner AG Barr is an official supporter of The Games

The report by YouGov reveals 73% of adults in Scotland are oblivious to the identities of the brands backing the Games.

Of the official sponsors, energy company SSE is correctly identified by 16% of Scots, with other sponsors such as Emirates (13%) and Virgin Media (7%) receiving even lower recognition levels.

To make things worse, a quarter of Scots mistakenly believe that RBS is an official sponsor, while nearly one in five (19%) believe Highlands Spring is an official supporter of the event.

Apart from drinks manufacturer AG Barr, which 15% correctly identify as an official supporter, each of the eight other official supporters have 4% or less awareness.

The results will come as a blow to brands which have spent significant sums on sponsoring the Games.

Last month, , which already includes Usain Bolt, Mo Farah and Paralympian Richard Whitehead.

YouGov surveyed a sample of 1,297 adults in Scotland aged 18 and over. The survey was carried out online between 24 and 27 September.

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