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Volume 10 No. 22
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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).