You may say that the Olympics are very much NOT about being a consumer. The whole point is to put aside the material things that don’t matter and to join together in friendship for over two weeks of cutthroat competition. While some of us may be into collecting the souvenirs, most of us are watching the Olympics for the fun of cheering for our countries and watching other people do things we could never do.
I for one don’t watch the Olympics as a consumer. But that doesn’t stop me from being one in the eyes of those who would try to sell to me. And that’s why companies spend millions upon millions becoming sponsors of the Olympics.
Unfortunately for those companies, recent surveys have shown that the target audience can’t necessarily tell who the Olympic sponsors are. Adidas was only identified as a sponsor by 24% of viewers whereas their competitor, Nike, was mentioned by 37%, despite not actual being a sponsor. Similarly, 28% of viewers thought incorrectly that Pepsi was sponsoring the Olympics although most also correctly identified Coca Cola.
Only 40% of viewers of the Olympics identified McDonalds as a sponsor, although once they’d been told a lot of them just couldn’t figure out why. People can’t seem to make the connection between unhealthy fast food and the Olympics, which are all about physical prowess. Presumably, it’s that connection between the two that McDonalds is hoping to make. “If McDonalds is a sponsor, then maybe Ryan Lochte eats McDonalds and he seems to be in pretty good shape! Let’s go get a burger!”
Sponsorships, unlike advertising, don’t push a specific product. They will not tell you the advantages of any given food, drink or running shoe. They can only give you good feelings about the company by making you think that the company is supporting a good cause, or by associating themselves with something you like- such as the Olympics.
The question is: How much does this work? It would seem that it doesn’t work that well, but sponsorships may be a more subtle game than advertising. Can YOU name the Olympic sponsors?
