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Olympic Sponsorship Roundup

Article from: 
US
Tue, 14/08/2012 - 18:38
By: 
Ted Marzilli
Visa Olympic Sponsor

VISA appears to be the breakaway Olympic sponsor winner, recording the biggest gains in consumer perception over the course of the two-week event.

VISA’s multi-platform sponsorship executions, including TV spots narrated by the familiar Morgan Freeman, catapulted the credit card company to its best perception levels of the year. The 18 – 34 demographic were the biggest push behind VISA’s perception ascent.

Losing some steam in the second week, but still clinching a distant second place win is oil company BP, which promoted its title sponsorship of BP Team USA, a group of nine U.S. Olympic and Paralympic hopefuls.

McDonald’s, Panasonic and Coca-Cola made more modest gains in perception over the two week tournament, while Heineken, Adidas, Acer, and British Airways gained less over the two week period. Computer manufacturer Acer made the third biggest gain in perception after the first week, but by the closing ceremony’s conclusion, it gave much of that back.

Consumer perception of GE, Holiday Inn and BMW trailed other sponsors by the event’s conclusion, similar to the halfway point results.

U.S.–facing London 2012 Olympics sponsors were measured with YouGov BrandIndex’s Buzz score, which asks “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” All respondents are U.S. adults age 18+.

Olympic Sponsors: Buzz Final Scores
Olympic Sponsors: Buzz Final Scores
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