Havas Sports & Entertainment

Media Center


Press Release, 18 July 2012


Research released today by sponsorship experts Havas Sports & Entertainment (HS&E) shows sponsorship of the London 2012 Olympic & Paralympic Games has already led to substantially stronger brand image and purchase intent across a wide range of official sponsors’ brands. 

Perceptions of brand image are on average 25-50% more positive across a representative selection of Tier One and Tier Two London 2012 sponsors included in the study.  Those aware of a brand’s Olympic sponsorship are on average 50% more likely to find a sponsor brand ‘inspiring’ and ‘trustworthy’ and 25% more likely to view a sponsor as ‘world-class’ or ‘admired.’

This enhanced brand image  then successfully translates into a significantly higher purchase consideration, with those aware of a brand’s sponsorship being on average 50% more likely to consider purchasing a sponsor’s product.

The study was commissioned by HS&E, to identify the effects of Olympic Games’ sponsorship on sponsor brands, and to track interest in and attitudes towards the Games over a period of two and a half years.

Alastair Macdonald, Sponsorship Insights Director, HS&E, commented:

“Our findings demonstrate London 2012 sponsorship is already providing sponsors with tangible image and business benefits.  These patterns apply specifically to the Olympic sponsors - the same effect does not apply to competitor brands, which indicates this is a genuine sponsorship effect.

“The impact we have measured is already significant, before the Games have even begun.  Once the study has been completed in 2013 we will have the most comprehensive set of evidence yet produced as to how effectively sponsorship of the Olympic Games affects consumers’ perceptions and attitudes, as well as the impact on the products they choose to purchase.”

Lucien Boyer, President and Global CEO, HS&E, added:

“The key for brands is to use these sponsorships to engage with their target audiences in meaningful ways so they can benefit fully from the positive association highlighted in our research.  Our insight from working over 20 years in global sponsorships and with 10 London 2012 sponsors, is that the most effective campaigns find a meaningful association with the sponsorship that is unique to the brand or product, in question, and creates added value experiences. 

“We look forward to discussing this research in more detail at the HS&E House which will bring together sports industry experts from brands and governing bodies for a series of daily seminars this summer.”           

Open from July 27th until August 12th from 3:00-8:00 PM every day, the HS&E House is a thought-leadership platform welcoming leaders in the global sports community: brands, governing bodies, athletes, sports stakeholders, and journalists. The HS&E House will allow guests to network and debate with top experts, notably during the daily speakers program at 4:00 PM.

Speakers include representatives from The Coca-Cola Company, Lloyds TSB, AEG, Amaechi Performance Centre, The Times, Visa, Heineken, P&G, Sky Sports, the NBA, the NFL, YouTube, Twitter, EDF, the IPC, the World Food Programme, the London Legacy Development Corporation, Sochi 2014, LOCOG, current and former Olympians, NOCs, and many more.

The HS&E Olympics sponsorship study will be presented at the HS&E House during the Games.


For more information about the study and to attend the HS&E House, contact:

Julia Furman


T: +33(0) 1 58 47 82 72


About the study:

The study will encompass nine waves of research between March 2011 and August 2013.

The research method involves online questionnaires amongst a nationally representative sample of 1,000 UK adults per wave. 

The study measures awareness of the brands which are official sponsors of the Games, and of sponsors’ activation programmes.  Brand measures - such as brand awareness, brand image, purchase consideration and product ownership - are also measured in detail for 12 of the sponsors - covering a range of TOP, Tier 1, Tier 2 and Tier 3 sponsors.  The outcome of this will enable us to identify the relationship between sponsorship awareness and attitudes towards the sponsors’ brands.

Also covered in the study is a range of measures relating to people’s interest in and attitudes towards the Games and its sponsors, and the values associated with the Games.

Future research will analyse the full impact of Games sponsorship and the extent to which this improved image and increased consideration actually translates into an uplift in sales.

About Havas Sports & Entertainment

Havas Sports & Entertainment is the global brand engagement network of HAVAS.

Part of HAVAS Media, our 36 offices in 20 markets include Havas Sports & Entertainment, Cake Group and ignition agencies, and our strategic partner Seven46. We deliver strategically sound creative solutions based on insight, experience and a deep understanding of what binds people together into communities: shared passions.

Our mission is to create meaningful relationships between brands and fans through their passions using creativity, media and technology. 

Whether it be sponsorship, content creation, partnerships, celebrity endorsement, social media, PR or live brand experiences, we recommend innovative engagement solutions to ensure ongoing conversations with fans, today and tomorrow.

Havas Sports & Entertainment has over 20 years of experience working within the Olympic environment and across the network is currently working with 10 London 2012 Olympic sponsors: The Coca-Cola Company (Coca-Cola, Powerade and vitaminwater brands), EDF, Lloyds TSB, British Airways, Eurostar, P&G, and BMW.

Havas Sports & Entertainment’s international clients include:  adidas, American Express, Atos, BBVA, British Airways, BP, The Coca-Cola Company, Danone, Delta Air Lines, EDF, ESPN, IKEA, Hyundai, Kia, Lloyds Banking Group,  LVMH, Mars, Nintendo, Orange, Procter & Gamble, PSA Peugeot Citroën, Reckitt Benckiser, Santander, Sony, the United Nations Foundation , Victoria’s Secret, and Yahoo! and sports organizations such as the Argentinean Tennis Association, the English Premier League, FIFA, the French Golf Federation, the Italian Rugby Federation and Roland Garros.  Further information can be found at www.havas-se.com or follow us on Twitter at @HSE_SE

Havas Sports & Entertainment is the official organizer of the Global Sports Forum Barcelona, alongside the City of Barcelona.

Further information can be found at www.globalsportsforum.org