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SBD Global/August 13, 2012/Marketing and Sponsorship

BMW, Adidas Use Olympics To Increase Their Brand Awareness

BMW and adidas were able to use the London Games "to increase their brand awareness," according to MARKENARTIKEL MAGAZIN. The two companies "received the second- and third-most mentions, respectively, in the German speaking social web sphere." This is the finding of online analyzing tool Web-Analyzer.com from Valuscope, which searches the web for mentions. The London Olympics have a three-tier sponsoring system: Worldwide Olympic partners, London 2012 Olympic partners and London 2012 Olympic supporters, which "showcases how much sponsors support and contribute to the Games." London 2012 Olympic partners BMW and adidas proved that "you don't have to be a top-tier sponsor to increase your brand awareness." The car manufacturer and sportswear manufacturer "received  50,000 and 23,000 mentions, respectively, since the Opening Ceremony on July 27." The only sponsor that received more mentions is worldwide Olympic partner Samsung with 80,000 (MARKENARTIKEL-MAGAZIN.de, 8/10).

Rank Sponsor Name Number of Mentions
1. Samsung 80,000
2. BMW 50,000
3. Adidas 23,000
4. Acer 18,000
5. Panasonic 17,000
6. McDonald's 9,000
7. Coca Cola 7,000
8. BP 5,000
9. Thomas Cook 5,000
10. Cisco 4,000

To read more about which companies are Olympic Games sponsors, click here.
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