Coca Cola Achieves Highest Awareness Of Olympic Sponsors
Coca Cola has the highest awareness of any of the British Olympic team sponsors, according to CIA MediaLab’s latest Sensor survey.
When asked at the start of the games in Atlanta to indicate which companies they associate with the 1996 British Olympic Team, 31% of respondents cited Coca Cola. Kodak came second with 10% awareness and Adidas third with 9%. Over half of all respondents (52%) were not aware that any of the companies listed sponsored the British Olympic team.
The group most aware of all the sponsors is 15-24 year-olds, who score above average recognition across the board. Over half (52%) of this age group are aware that Coca Cola is an official sponsor of the British team. This is followed by IBM (22%) and Kodak (18%). Just 27% were not aware of any link.
Anthony Jones, head of CIA MediaLab, said: “These results demonstrate once again that event sponsorship alone is not enough to raise the profile of a brand. To generate maximum awareness, brands must make the most of associated promotional opportunities and, where relevant, ‘own’ the event. Coca Cola is well aware of this and, building on its profile from Euro ’96, is reaping the benefits. However, other sponsors must be concerned with the very low levels of awareness they are achieving.”
Hello. We have downloaded cookies on your device. Some of these cookies are essential for the website to function. Others are non-essential and are used for analytics and advertising.
We need your consent for these types of cookies.
To withdraw your consent or change your cookie choices, please do this through your browser settings.
Otherwise, click OK to accept and continue.
