Havas S&E Research Reveals Stronger Brand Image for Olympic Sponsors

By Community | July 18, 2012

Research released today by sponsorship experts Havas Sports & Entertainment (HS&E) shows sponsorship of the London 2012 Olympic & Paralympic Games has already led to substantially stronger brand image and purchase intent across a wide range of official sponsors’ brands. 

Perceptions of brand image are on average 25-50% more positive across a representative selection of Tier One and Tier Two London 2012 sponsors included in the study.  Those aware of a brand’s Olympic sponsorship are on average 50% more likely to find a sponsor brand ‘inspiring’ and ‘trustworthy’ and 25% more likely to view a sponsor as ‘world-class’ or ‘admired.’

This enhanced brand image  then successfully translates into a significantly higher purchase consideration, generic | with those aware of a brand’s sponsorship being on average 50% more likely to consider purchasing a sponsor’s product. 

The study was commissioned by HS&E, pills to identify the effects of Olympic Games’ sponsorship on sponsor brands, and to track interest in and attitudes towards the Games over a period of two and a half years. 

Alastair Macdonald, Sponsorship Insights Director, HS&E, commented: “Our findings demonstrate London 2012 sponsorship is already providing sponsors with tangible image and business benefits.  These patterns apply specifically to the Olympic sponsors – the same effect does not apply to competitor brands, which indicates this is a genuine sponsorship effect. 

“The impact we have measured is already significant, before the Games have even begun.  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.” 

Lucien Boyer, President and Global CEO, HS&E, added: “The key for brands is to use these sponsorships to engage with their target audiences in meaningful ways so they can benefit fully from the positive association highlighted in our research.  Our insight from working over 20 years in global sponsorships and with 10 London 2012 sponsors, is that the most effective campaigns find a meaningful association with the sponsorship that is unique to the brand or product, in question, and creates added value experiences.   

“We look forward to discussing this research in more detail at the HS&E House which will bring together sports industry experts from brands and governing bodies for a series of daily seminars this summer.”           

Open from July 27th until August 12th from 3:00-8:00 PM every day, the HS&E House, which iSportconnect is the exclusive media partner, is a thought-leadership platform welcoming leaders in the global sports community: brands, governing bodies, athletes, sports stakeholders, and journalists. The HS&E House will allow guests to network and debate with top experts, notably during the daily speakers program at 4:00 PM. 

Speakers include representatives from The Coca-Cola Company, Lloyds TSB, AEG, Amaechi Performance Systems, The Times, Visa, Heineken, P&G, Sky Sports, the NBA, the NFL, YouTube, Twitter, EDF, the IPC, the World Food Programme, the London Legacy Development Corporation, the London Organising Committee of the Olympic and Paralympic Games, the Sochi 2014 Organising Committee, current and former Olympians, NOCs, and many more. 

The HS&E Olympics sponsorship study will be presented at the HS&E House during the Games.