A Global Message to Sponsors

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Introduction

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For ten years now, marketers have been told that brand campaigns are dead, that performance marketing is everything, that personalization and hyper-targeting is all that matters, and that ‘appointment viewing’, watercooler moments are a thing of the past.

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Should brands give up on the Olympics then? After all, it’s an expensive, noisy space. ROI is tough to measure. And global viewership has been declining.

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Glimpse decided to investigate. The first step: exploring how Olympics-sponsoring brands are (or aren’t!) resonating with their audiences.

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To gain deeper insights, we surveyed 562 people across five countries, uncovering which strategies and messages truly engage viewers and, as a result, using Glimpse’s industry-leading AI features to help identify key areas where brands can still win.

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As always, we asked and analyzed lots of open-ended questions at scale–in addition to more traditional survey questions. Why? Because brand marketing impacts are difficult to measure exclusively with multiple choice questions. We want to know–in the form of unaided discovery–how audiences describe the Olympics, brands, campaigns, and their interrelationships.

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One significant finding that might surprise marketers:

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When asked, “Which of the following areas do you think offer the greatest opportunity for future Olympic sponsorships?”, the overwhelming winner (57%) was “Supporting athlete mental health.”

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Understanding Olympic Audiences

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This study surveyed respondents from the US, UK, Australia, Canada, and Spain. Among the 562 participants, a full 80% were serious Olympics viewers. When prompted with this open-ended question, “What brands do you associate with the Olympics?” the following brands, unsurprisingly,  emerged:

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One important insight: the brands audiences associate with various aspects of the Olympics are not necessarily the official sponsors or those who invested the most money in Olympics marketing.

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• In the UK, brands like Nike, Adidas, and Coca-Cola are strongly associated with the Games, with track and field (31%) as the most popular sport.
• In the US, viewers showed a preference for brands associated with gymnastics, (29%) and basketball (18%), with some brand associations similar to those in the UK, including Nike and Coca-Cola, but also more emphasis on Pepsi, Toyota, and Gatorade, amongst others.
• Australia recalled a mix of local and international brand connections, with Woolworths, Qantas and Toyota leading the way. The Australian’s preferred sports were swimming (26%) and gymnastics (16%).
• In Canada, the association of brands like RBC, Tim Hortons and Air Canada with the Olympics reflect a mix of national and global brands.
• Lastly, Spain’s respondents showed a preference for soccer (20%) and track and field (24%), with strong brand associations including Nike, Coca-Cola, Visa and Airbnb.

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What Olympic Viewers Are Saying About Brand Sponsorships

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When asked, “Which of the following areas do you think offer the greatest opportunity for future Olympic sponsorships?”, the responses were as follows:

We also asked, “How interested are you in seeing more sponsorships that focus on supporting athletes’ mental health and well-being?” 37% of respondents were ‘somewhat interested’ while another 37% were ‘very interested,’ highlighting that mental health is a significant area for connecting Olympics viewers with brand sponsors.

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For a related spin, check out Figs’ (a leading medical apparel company) breakthrough Olympics campaign focusing on its sponsorship of Olympics team healthcare providers.

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Advice to Sponsors

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When asked, “What aspects of current or past Olympic sponsorships do you find least appealing?” the most notable findings included:

1. Minimize Intrusiveness: Many respondents indicated a dislike for overwhelming and repetitive advertising. Phrases include “when it’s pushed in your face” and “heavy signage near events”, suggesting that respondents prefer subtler forms of advertising that don’t overshadow the sporting events themselves.
2. Align Brand with Olympic Values: The incongruity between sponsors and the spirit of the Olympics was another point of contention. Phrases like “Fast food” and “Bebidas alcohólicas y tabaco” suggest that some people find it inappropriate for certain types of companies to sponsor an event that celebrates physical excellence and health.
3. Focus on Athletes and Sports: There was a sentiment that sponsorships should be more about the athletes and less about the brand.
4. Avoid Targeting Vulnerable Groups: Marketing to children in particular was mentioned as a negative aspect of sponsorships.
5. Product Authenticity: Respondents disliked when it seems athletes don’t genuinely use or believe in the products they endorse.

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Another piece of advice that’s always worth considering: look for authentic connections between an aspect of the total Olympics experience and your brand. Then think about relatively affordable ways to highlight that connection. The Figs campaign is a great example. It’s far cheaper to provide scrubs to the medical doctors and therapists supporting the Olympic team than to spend tens of millions on overall brand sponsorships.

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Another favorite: Chinese sporting goods brand Li-Ning, couldn’t afford an Olympics sponsorship for the 2008 games, so they sponsored the broadcasters and commentators that every Chinese viewers experienced the games by watching.

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Data-Driven Opportunities for Future Olympic Sponsorships

Building off of viewer’s advice to improve sponsorships, respondents shared what they believe will enhance the connection between brand and viewer.

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• Brands could focus on the mental and emotional pressures of athletes.
• Sponsorships could be more aligned with health and lifestyle, suggesting partnerships with “healthy brands that are good for the athlete’s diet or lifestyle.”
• “Former great Olympic athletes to be ambassadors of Olympic sponsors” and support for social causes, such as “supporting young athletes.”
• Practical benefits for viewers like “Olympic prizes when you buy food” or “promotions and discounts during the Olympics.”
• “Funny content that makes me sit up and notice” and a general call for more humor and relatability.

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One thing is clear: brand relationships with events like the Olympics can still matter.

During the Olympics, some brands have a unique opportunity to forge meaningful connections with global audiences. Since authenticity and a careful look at audience attitudes, emotions, and top-of-mind awareness are so central to success and any ROI, the right kind of research is essential.

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Contact Glimpse to conduct your own market research and unlock actionable insights for your company today!