SBD Global/November 9, 2012/Olympics

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  • Study: Brits Believe Olympics Made Great Britain A Better Place, Sponsors Benefit

    A new study has revealed that 51% of Great Britain believes the London Games made the country a better place. The study was conducted by Havas Sports & Entertainment in September. It also showed that 53% agreed that the London Games was the greatest Olympics ever. This is double the number of people who believed this when asked in July. Sponsors benefited from this boost in attitudes, as public awareness between April and September, on average, doubled across 27 sponsors measured in the study. The two most recognized sponsors were McDonald's (55%) and Coca-Cola (52%), which were at the top all the way through the study beginning in March '11. The study was commissioned by HS&E to identify the effects of Olympic Games' sponsorship on sponsor brands, and to track interest in and attitudes toward the Games over a period of two-and-a-half years. The research showed that for most sponsors, awareness of their association with the Games has had a positive impact on their brand's image and consumers' attitudes toward purchasing their products (Havas).

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  • Olympic Notes: ISAF To Meet Over Windsurfing's Future

    The Int'l Sailing Federation is meeting in Dublin on Saturday, and a "compromise agreement where windsurfing and its upstart rival kiteboarding will share" the 2016 Rio de Janeiro Olympics stage will be discussed. If the move is confirmed, it "could raise Hong Kong's medal hopes" (SOUTH CHINA MORNING POST, 11/8). ... The National Olympic Committee of Cambodia's two-day Sea Festival has been rescheduled for Dec. '13. It was originally scheduled to be held in the coastal city of Kep next month and then was further postponed "as a mark of respect" to the late King Father Norodom Sihanouk. Plans included an open water swim and triathlon (PHNOM PENH POST, 11/8).

    SOCHI 2014 ADDITIONS: Organizers of the 2014 Sochi Olympics said that it "will be the biggest and the most expansionist Winter Games," with 12 new sports. Sports Dir Irina Gladkikh "outlined the new sports," ranging from women's ski jumping to a figure skating team championship (REUTERS, 11/8). Meanwhile, RIA Novosti reported Sochi 2014 President & CEO Dmitry Chernyshenko said that journalists attending the event "will not be charged for Internet access." Journalists will have free 10 megabit Wi-Fi access at the media center and all the major venues after the Games' organizers "struck a deal" with Russian communications company Rostelecom (RIA NOVOSTI, 11/8).

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