Only 10% of people know BMW is Olympic partner

Brands that are official partners of the Olympics are not certain to benefit from the association, according to findings from Opinium Research.

Only 10% of people know BMW is Olympic partner
Only 10% of people know BMW is Olympic partner

The study asked the UK public to name companies they think are Olympic partners, and found that only 10% are aware than BMW is an official partner – a figure that didn't change between January and April when the research was carried out.

The study found that 19% of people are aware of BP’s partnership and 21% know that Adidas is a partner.

In contrast, the most popular answer was Coca Cola, followed by McDonalds, with nearly half of the nation aware they are partners. Visa, BT – which is sponsoring the London Live Sites - British Airways and Lloyds TSB ranked next.

BMW will create a ‘floating showroom’ raised above the river in the Olympic Park and has produced the fleet of low-emission cars which will support events during the Games.

Coca Cola is running four concerts along London 2012 Olympic torch relay route, culminating in a Hyde Park gig on the day before the opening ceremony with Dizzee Rascal headlining.

The Opinium study questioned 2,000 people between January and April this year and also found that awareness of partner brands has significantly increased in the runup to the Games. The greatest boost was to awareness of Coca-Cola which rose 10% from January to April. Awareness of partners EDF, BT and BP has also increased.

It found, however, that some non-sponsors could be benefiting from their competitors involvement in the Games. Opinium asked 2,014 people to pick sponsors from a list of companies in April. It found that many named non-sponsors such as British Gas, with 22% of people picking it as a partner. Mastercard also ranked well with 20% of people incorrectly naming it, followed by Virgin Atlantic, another non-sponsor, with 18%.

The full list of Olympic partners can be found here.

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