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SBD Global/October 4, 2013/Marketing and Sponsorship

Glasgow Commonwealth Games Sponsors Not Getting Public's Attention

New research has revealed nearly three-quarters of Scottish consumers "are unable to identify a single sponsor of next year's Commonwealth Games in Glasgow," according to Alex Brownsell of MARKETING MAGAZINE. The report by YouGov reveals 73% of adults in Scotland "are oblivious to the identities of the brands backing the Games." Of the official sponsors, energy company SSE "is correctly identified by 16% of Scots, with other sponsors such as Emirates (13%) and Virgin Media (7%) receiving even lower recognition levels." Also, a quarter of Scots "mistakenly believe that RBS is an official sponsor, while nearly one in five (19%) believe Highlands Spring is an official supporter of the event." Apart from drinks manufacturer AG Barr, "which 15% correctly identify as an official supporter, each of the eight other official supporters have 4% or less awareness" (MARKETING MAGAZINE, 10/3).
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