We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

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
Domains
FOOD COMPANIES
Coca-Cola Company
Other
PepsiCo
Geographies
Worldwide
North America
United States of America
Europe
Categories
Companies, Organizations
Consumers
Marketing & Advertising
Developed by Yuri Ingultsov Software Lab.