The hallowed sponsorship of the Olympics is not as valuable as some would come to believe, according to research from digital marketing agency Greenlight.
In a study of 1,065 UK adults, a fifth (18 per cent) said they wouldn’t notice if a brand was to sponsor the games.
While brands still have the chance to make an impression on respondents who say they won’t remember them, the data perhaps provides a worrying trend for those advertising in Rio.
Additionally, almost half of respondents (47 per cent) said that despite sponsoring the Olympics, their perception of participating brands will not be changed.
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Source: The Drum
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