With the Summer Olympics in Paris concluded, it’s time to assess how brand sponsors fared. Did their involvement boost their visibility and drive consumer action? How did brand awareness evolve throughout the Games? Insights from MarketCast’s Summer Olympics Report sheds light on how sponsors fared.
Sponsor Awareness: Who Took the Podium?
Olympic viewers were asked to name up to five official Summer Olympics or Team USA sponsors without any prompts. Among those sponsors, Coca-Cola led in unaided sponsor awareness with nearly 40% recognition among Olympic fans. This was followed closely by Nike at 33% and Visa at 27%. Other notable mentions include Toyota, Ralph Lauren (Polo), Samsung, Adidas, and Gatorade.
In aided recall, where participants selected from a list of potential sponsors, Nike edged out Coca-Cola with a score of 58% versus 57%. Visa and Toyota followed with 46% and 36%, respectively, while Gillette made its way into the top five with 33%.
Ad Performance Highlights
Olympic sponsorship awareness is often supported by great ad creative, and the media weight sponsors put behind their ads during the Games. MarketCast found three of the top five most recognized 2024 Olympic sponsors also landed in the top five most memorable ads, underscoring the importance of combining strong ad creative and sponsorship assets.
Toyota’s ad “Keep Marissa Running” came in second on our top ad lineup, with three additional Toyota ads also in the top 20. Visa claimed third with “Team Sport,” while Nike landed in the top ten with the launch of their new campaign “Winning Isn’t for Everyone.”
Tracking Awareness Trends
Over the course of the Games, sponsor awareness increased by an average of 3% from pre- to post-event. Nike saw a notable 6% boost, while Visa led with an 8% increase. Conversely, non-sponsors generally experienced a decline in awareness.
This rise in sponsor awareness through an event or sports season often leads to improved brand perception according to MarketCast’s sponsor research. Brands like Coca-Cola, Visa, Gillette (Labs), and Bridgestone saw an average increase of 2.5% in brand perception. Notably, Coca-Cola, Gillette (Labs), and Nike also experienced a rise in purchase consideration from pre- to post-Olympics.
With the NFL season in full swing, understanding your brand’s sponsorship impact will help take your marketing strategy into the end zone. MarketCast’s world-class sports sponsorship research team delves into the heads of sports fans, understanding what motivates them to support a sponsor’s brand and take action. Get started today!