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SBD Global/November 6, 2012/Marketing and Sponsorship
Survey Reveals P&G Was Olympics' Most Effective Sponsor
Published November 6, 2012
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).
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| 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% |
||||
