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Olympic Halo Benefits Corporate Sponsors, And Their Rivals

July 27, 2012: 12:00 AM EST
United States consumers cannot identify brands that have paid to sponsor the Olympics, according to an online survey conducted by Toluna. For example, 37 percent of respondents identified Nike as an Olympic sponsor, while only 24 percent correctly said Adidas is. While Coca-Cola was correctly identified by 47 percent of respondents, it must find it worrying that 28 percent believed its rival Pepsi is also one of the Olympics’ corporate partners. McDonald’s, which was correctly identified by 40 percent of respondents, must be having similar worries, as 19 percent of respondents said its rival Burger King is an Olympic sponsor.
Laurel Wentz, "Consumers Don't Really Know Who Sponsors the Olympics", Advertising Global, July 27, 2012, © Crain Communications
Coca-Cola Company
North America
United States of America
Companies, Organizations
Marketing & Advertising
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