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SBD Global/September 13, 2012/Marketing and Sponsorship

Paralympics Sponsors Have Not Seen Any Increase In Brand Perception

Research revealed that Paralympic Games sponsors "have yet to see any significant uplift in brand perception," according to Russell Parsons of MARKETING WEEK. YouGov’s BrandIndex data shows the brands most-closely associated with the Paralympics "did not see any marked increase in positive sentiment" during the fortnight the Games took place despite record attendances, unprecedented levels of success for Paralympic GB and millions spent on activation campaigns. Paralympic-only sponsor Sainsbury’s saw its buzz score -- a net balance of whether people have heard positive or negative things about the brand -- increase to 21.4 Tuesday, up from 18.8 on the day of the Opening Ceremony (Aug. 29), an increase not seen by the pollster as “statistically significant” (MARKETINGWEEK.co.uk, 9/12).
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