Friday, August 3rd, 2012
Well before the Olympic Games this year, more than 1.06 million (6%) Australians aged 14+ associated Qantas with the Olympic Games, according to Roy Morgan Single Source for the 12 months to March 2012.
The other brands most nominated as being associated with the Olympic Games were: McDonald’s (875,000), Coca Cola (639,000), Visa (621,000), Nike (593,000) and Telstra (557,000).

Brands associated with the Olympic Games

Source: Roy Morgan Single Source, April 2011 – March 2012 (n = 19,641).

The only brand among this top six that is not a current official sponsor of the Australian Olympic Team for London 2012 is Nike, ranked 5th. In fact, the official AOC sponsor in this category is Adidas, which was ranked 8th as a brand that Australians 14+ associated with the Olympics Games.

George Pesutto, General Manager – Media & Communications, Roy Morgan Research says:
“Of great interest will be the ‘brand association’ achieved for the Olympic Sponsors after the London Olympics. However, to provide reasonable ROI, the value of sponsorship must continue outside of the Games. The Roy Morgan sponsor data shows that some brands are clearly doing a good job in leveraging their sponsorship association with the Australian Olympic team. It also reflects well on the longer-term sponsorship commitments of these brands, with sponsorship awareness being built up over a longer period of time.

“Consumers often associate large sporting brands with major events like the Olympics, so it’s not surprising that Nike ranks in the top 5, especially given their position as a major sport brand, their track-record for marketing around major sporting events and even as a previous sponsor of the Australian Olympic team.”

Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


Olympics, Advertising, Sponsorship,



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