Only 11% of public can name Coca-Cola and McDonald’s as Olympic sponsors
New research by Ipsos MORI has found that the majority of the public do not know which companies are sponsoring the Olympics, with only 11% able to name long term sponsors Coca-Cola and McDonald’s.
The research found that only 4% of the 1,985 consumers surveyed were able to made Cadbury as a sponsor. However, 73% said Olympic sponsorship made no difference to their perception of a company, while 6% said they would have a negative view of a company which was involved.
Milorad Ajder, managing director of the Ipsos Reputation Centre, said: “The Olympics represent a wonderful platform for brand building and the evidence to date is that there is more work for sponsors to do. Building brand equity on the back of the Games cannot be achieved without awareness.”
It was found that Londoners were more aware of the Olympic sponsors than those live outside of the capital.
Ajder said: “There are signs Londoners are becoming more positively disposed to the Olympic sponsors than the rest of the population. Given the size of London to the UK and its role as an international capital this provides a useful platform from where sponsors can build.”