Three quarters of Scots can't identify Glasgow 2014 sponsors according to YouGov survey

Almost three quarters (Seventy three per cent) of Scots are unable to identify a single official sponsor of the 2014 Commonwealth Games, which will be held in Glasgow next July and August, a YouGov survey has found.

Moreover, of the 1297 Scottish adults surveyed, 79 per cent were unable to name any of the Games' official supporters.

The Commonwealth Games are officially sponsored by Longines, Virgin Media, SSE, BP and Emirates Airlines.

Of these, SSE was the most recognised official sponsor, although even it was only correctly identified by 16 per cent of those surveyed, while just two per cent of participants correctly identified Swiss watchmaker Longines as an official sponsor - a poor return on a deal reportedly worth £5m to organisers.

On the other hand, one quarter (25 per cent) of those surveyed misidentified the Royal Bank of Scotland as an official sponsor, while 19 per cent also erroneously pointed to Highland Spring as an official supporter of the games.

At least those people were in the right sector, as drinks company A.G Barr was the most recognised official supporter of the games, with 15 per cent of survey participants correctly identifying the Cumbernauld-based company.

Supporting the games did not reap such dividends for such official supporters as NVT Group - correctly identified by one per cent of participants, or Cisco and Harper Macleod, who both polled at three per cent.

The YouGov survey was carried out online between 24 and 27 September 2013.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.