This document summarizes initial findings from a 3-year study on the impact of Olympic sponsorship. It discusses how there is little quantifiable research showing the effects of Olympic sponsorship on brand objectives. The study aimed to provide hard data to help brands make informed sponsorship decisions. It analyzed over 9,000 respondents and 39 brands across different sponsorship tiers before, during and after the 2012 London Olympics. The findings so far show increases in awareness, purchase intent, image and other metrics for many sponsors. The document provides examples of how sponsorship helped certain brands like Coca-Cola, BP and Cadbury. It also offers tips for maximizing sponsorship value through storytelling, engagement and other strategies.
Bring teens closer to the Olympic Games by linking sports with their favourite musicMove to the Beat, a campaign that fuses Olympic sport with London-based music.Coke’s anthem for the Olympic Games: Mark Ronson, Katy B, the sound of sport through 6 international athletesBeatbox – Coca Cola Pavillionembedding the sports sounds from Coca‑Cola’s song for London 2012 within the building itself, visitors will be able to ‘play’ the Pavilion like a musical instrument and create their own beat for London 2012.Social Media activationSustainability: reduce carbon footprint through biogas trucksleave a social legacy, deliver positive social impact (Street Games national charity: bring sport to 110,000 young people in the most deprived areas of the UK)Supporting LOCOG’s initiative “Zero Waste Games” (+70% of all waste being reused, recycled or composted)
BP wasn’t a damaged brand when their sponsorship started, they altered their sponsorship strategy in reaction to the tragedy in 2010
Criteria - Unaware of BP sponsorship - Aware of BP sponsorship Committed to improvement - +125% since early 2011Environmentallyresponsible –+76%Caring - +89%Communityfocused - +99%
Positive attitude and excitement for the Games shared throughout the UK, not only in London
The British public holds a positive, though slightly contradictory view towards Games’ sponsorsAt the end of the day, few believe that the Games should not have sponsors – the brands’ role is accepted and welcomeGames are better as a result of sponsors contribution: 40.4% agree / 14.3% disagreeSponsors have a positive impact on society: 29.3% / 21.8%Games run for sponsors: 31.8% / 17.5%
Holiday InnIntegrated campaign around TV ads, radio and digitalAmbassadors including BMX world champion Shanaze Reade, windsurfer Nick Dempsey and Paralympic table tennis champion Will Bayley.The chain is promoting the fact that it will house +17,000 athletes in the Olympic Village. Tagline: ‘We’ve been chosen to help run the Athletes’ Village at London 2012… 17,000 athletes. Six weeks. One home.’- Part of LOCOG deal was that 65% of the available rooms across its 35 London hotels would be solely for Olympic bookings. They said 85% of these have now been filled.PANASONIC - “sharing the passion”ATL activation using ambassador Louise HazellFlag Tag: Facebook application allowing users to virtually paint their faces in the colour of their country and then share to their friends
Tier One Sponsors range from 19.8% to 8.6% awareness
It is the means by which brands can fully engage their audience