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Procter & Gamble Rewarded for Putting Mothers First as It Tops Poll of Olympic Sponsors |
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Olympics - 05 Nov 2012 - By Simon Ward
Procter & Gamble, the consumer goods giant, has come out on top in a UK poll to determine the most successful sponsors of this year’s Olympic Games in London.
The survey of sponsorship industry professionals conducted by conference organiser Think!Sponsorship and publication Sponsorship Today found that P&G, which based its Olympic activation on the global ‘Thank You Mom’ programme, recognising the contribution of mothers of athletes, was the most effective of all of the global and local sponsors.
P&G was the choice of 39.8 per cent of respondents asked to name which of the International Olympic Committee’s TOP partners they thought had “got most traction in the marketplace through their sponsorship campaign.”
This was more than double other worldwide sponsors Coca-Cola (17.1 per cent), McDonald’s (16.4 per cent) and Visa (14 per cent).
P&G also led the way when those surveyed were asked which campaign was the most compelling of those of all Olympic sponsors, with its ‘Mums’ promotion getting 30 per cent backing, three times as much as second-placed British Airways’ ‘Stay at home’, on 10 per cent.
BA ranked only fourth of the domestic tier-one sponsors in terms of perceived traction in the UK marketplace, a list that was headed by German sportswear brand Adidas, the kit supplier of the successful Team GB, cited by 32.5 per cent of those polled.
Car manufacturer BMW and bank Lloyds TSB were joint second on 23.5 per cent, with BA lagging on 18.6 per cent.
EDF was said to have got least traction of the domestic tier-one sponsors, with 36.5 per cent naming the energy company as the poorest performer.
Sponsorship executives were broadly in agreement that the London 2012 organising committee had been successful in preventing ambush marketing (81.2 per cent), with Nike, the US sportswear giant which supplied the kit of various competing teams, considered the most effective at ambush marketing (29 per cent), ahead of bookmaker Paddy Power (9 per cent).
Some 61.7 per cent of those surveyed said that Olympic sponsorship represents good value for money although this fell to 47.6 per cent when restricted to national sponsorship, suggesting that the TOP sponsors are perceived to have a distinct advantage.
Other findings included narrow votes in favour of the Olympic Games having a main alcohol partner (50.7 per cent for and 47.6 per cent against) and in-stadium branding (50.7 per cent for and 46 per cent against), while there are clearly mixed feelings over the role of McDonald’s, with 57.8 per cent believing it is right for the games to have a fast food partner but a significant 40.6 per cent opposed.
| Most-effective IOC TOP Sponsors at London 2012 Olympics | | Company | % | | Procter & Gamble | 39.8 | | Coca-Cola | 17.1 | | McDonald's | 16.4 | | Visa | 14.0 | | Samsung | 6.2 | | Omega | 1.5 | | Atos | <1.0 | | General Electric | <1.0 | | Panasonic | <1.0 | | Acer | 0.0 | | Dow Chemical | 0.0 | | No Response | 2.3 | | Source: Think!Sponsorship/Sponsorship Today |
| Most effective Tier-One Domestic Sponsors at London 2012 Olympics | | Company | % | | Adidas | 32.5 | | BMW | 23.5 | | Lloyds TSB | 23.5 | | British Airways | 18.6 | | BP | 5.6 | | EDF | 5.6 | | Source: Think!Sponsorship/Sponsorship Today | |
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