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SBD Global/November 6, 2012/Marketing and Sponsorship

Survey Reveals P&G Was Olympics' Most Effective Sponsor

A poll of sponsorship industry professionals undertaken by Sponsorship Today and Think!Sponsorship found that P&G was London 2012′s most effective sponsor. Nearly 40% of respondents to the online poll named P&G as the most-successful Olympic Top Partner compared to nearest rival Coca-Cola with 17%. Among national LOCOG sponsors, adidas scored highest with 32.5% followed by BMW and LloydsTSB, both on 23.5%. The poll considered Nike to be the most-successful ambush marketer of the Games with 29% recalling its "Find Your Greatness" campaign, significantly beating Paddy Power (9%) and Virgin and Dr. Dre, both with 3%. Controversial results from the survey included the fact that 50.7% of respondents felt that the Games should have had an alcohol partner (at present this is restricted to tier three local sponsorships), and 40.6% said that there should have been no fast food sponsor -- a significant number given that the respondents represent the sponsorship industry (IMR Publications).

Which of the London 2012 Olympic Games local partners (tier one) got least traction in the national marketplace through its sponsorship campaign?
  Which of the London 2012 Olympic Games local partners (tier one) got most traction in the national marketplace through its sponsorship campaign?
Company Percentage   Company Percentage
EDF
36.5%   adidas
32.5%
BP
18.6%   BMW
23.5%
BMW
17%   Lloyds TSB
23.5%
Lloyds TSB
13.8%   BA
18.6%
adidas
8.1%   BP
5.6%
BA
5.6%
  EDF
5.6%


Which of the TOP (global) Olympic Games partners got most traction in the marketplace through its sponsorship campaign?
  Which sponsorship activation campaign was the most compelling of all Olympic Games sponsors (global and local)?
Company Percentage   Company Percentage
P&G
39.8%   P&G
30%
Coca-Cola
17.1%   BA 10%
McDonald's
16.4%   adidas
8%
VISA
14%   Coca-Cola
6%
Samsung
6.2%   McDonald's
6%
No response
2.3%
  Lloyds TSB
5%
Omega
1.5%
  BMW
4%
Atos
<1%
  VISA
3%
General Electric
<1%
  BP
2%
Panasonic
<1%
  Cadbury's
2%
Acer
0%
  EDF
2%
Dow
0%
  Sainsbury's
2%
      Samsung
2%
      Cisco
1%
      No response
1%
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