Magazine article Marketing

IOC Rebuffs Findings of Low Sponsorship Recall

Magazine article Marketing

IOC Rebuffs Findings of Low Sponsorship Recall

Article excerpt

The International Olympic Committee (IOC) has attacked new research by CIA Medialab that suggests only half the UK viewers of the Sydney Games knew who its official sponsors were.

IOC marketing director Michael Payne said name recall is not an issue for sponsors. "It's like asking the average person in the street who advertised on TV the night before," he said. "Sponsors rather use the Olympics as the showcase for product innovation, hospitality and a wealth of other reasons."

The research implied that the 11 top-level backers had wasted hundreds of millions of pounds on their association with the event. It indicated that in several product categories, more people thought sponsors' main rivals were involved than the actual sponsors themselves. Seven per cent of those surveyed named Seiko as an official partner, but only 6% knew that Samsung was the official backer in the wireless communications equipment category.

Similarly, 6% named both Visa and American Express as backers, despite Amex having no official involvement with the Team Millennium Olympic Partner programme, the top level of sponsorship for which Visa paid about [pound]33m, covering Sydney 2000 and 1998's Nagano Winter Games. …

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