Paralympics gives sponsors little cheer

Paralympic Games sponsors have yet to see any significant uplift in brand perception, according to research.


YouGov’s BrandIndex data shows the brands most closely associated with the Paralympics did not seen any marked increase in positive sentiment during the fortnight the Games took place despite record attendances, unprecedented levels of success for Paralympic GB and millions spent on activation campaigns.

Paralympic-only sponsor Sainsbury’s saw its Buzz score – a net balance of whether people have heard positive or negative things about the brand – increase to 21.4 yesterday (11 September), up from 18.8 on the day of the opening ceremony (29 August), an increase not seen by the pollster as “statistically significant”.

BT, which sponsored Channel 4’s coverage and ran high-profile activity featuring brand ambassador during the Games, saw its Buzz rating dip to 0.8, down from 1.6 on the 29 August and 4 before the opening ceremony.

BA and Lloyds TSB, both of which ran Paralympic themed activity, saw their Buzz rating increase but to a level in line with their long-term average.

Paralympic GB kit maker Adidas did not see the same post-Games bounce it enjoyed after Team GB medal success at the Olympics. Its Buzz score dropping to 7.7 from 13.

Games broadcaster Channel 4 is not covered by BrandIndex.

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