• August 14, 2004

Consumers see a positive association with the Olympics and companies/brands involved in its sponsorship, according to new research from market research firm Dynamic Logic. Consumers view Olympic sponsors as "industry leaders" (46%), an opinion that varied only slightly among North Americans and Europeans (50% versus 40%, respectively). Consumers also recognize and appreciate the support of companies who sponsor the Olympics. Nearly half (49%) of those surveyed agree that they would not be able to view any of the Games or events on free or public access television without the advertising sponsors, according to the survey. North American respondents are more inclined to agree with this statement than Europeans, with 58% attributing sponsors as helping to provide free or public access to view the games compared to 39% of Europeans.