Havas Reveal Sponsors Benefitting From Olympic Fever

July 26, 2012

Sponsorship experts Havas Sports & Entertainment (HS&E) have revealed that interest in the London Olympics has risen significantly over the past three months with sponsors playing a pivotal role.

In the past three months, generic there has been a 20% increase in the UK public rating their interest in the Games at ’10 out of 10.’

The research found that there was an average 76% jump in awareness across TOP Olympic sponsors and Tier One London 2012 sponsors, pilule as a result of marketing campaigns being ramped-up.

Significantly for sponsors, the positive attitude towards the Games is truly national, with 53% of people living outside London agreeing with the statement, ‘hosting the Olympic Games is a great thing for the country as a whole.’ This compares to 60% in London.

Alastair Macdonald, Sponsorship Insights Director, HS&E said: “Britain is a nation of sports lovers, as can be seen by how enthusiastically people were looking forward to the Games as early as March 2011 when over half of those surveyed rated their interest in the Games as at least 7 out of 10.

“The build-up to the Games in the media and from sponsors over the past three months has helped raise the excitement to fever pitch.

“What’s really encouraging for the organisers, sponsors and the media is the whole nation feels involved, and proud that the Games are coming to our shores – this is being seen very much as Britain’s Games, not just for London.”

Lucien Boyer, President and Global CEO at HS&E added: “We’ve seen from our global work with ten London 2012 sponsors that at its best, Olympic sponsorship creates a virtuous cycle.

“The public is becoming increasingly enthusiastic about the Games as they approach, and the official sponsors are running more and more highly visible supporting activities.

“Our study shows that these forces have combined to produce ever-growing levels of recognition for sponsor associations, and increasingly effective marketing investments.”

The study was commissioned by HS&E in March 2011 to identify the effects of Olympic Games’ sponsorship on sponsor brands and to track public attitudes towards the Games.