Lloyds TSB is best-known 2012 partner

London 2012: appoints Lloyds TSB as an official partner
London 2012: appoints Lloyds TSB as an official partner

Lloyds TSB is the top-tier Olympic sponsor most associated with the London 2012 Games, while Olympic campaigns by BT, British Airways and BP are failing to resonate with customers, according to exclusive research carried out for Marketing by OnePoll.

With one year to go until the Games, we asked members the public which sponsors they most associate with London 2012, giving them a list of sponsors to choose from.

Lloyds TSB garnered 17.5% of the Tier One sponsors' vote, ahead of EDF Energy with 16.4%.

However, respondents were dismissive of other top-tier sponsors, such as BMW, which accrued just 1.5% of the vote, BP (5%), BA (5.6%) and BT (3.9%).

Nearly 28% of those polled declared their ambivalence to top-tier sponsors.

Angus McGougan, business director at international sports marketing agency Fast Track, believes Lloyd's TSB's campaign has hit home with consumers because it has integrated well with its existing work.

He said: "Lloyds has built a platform and done well with TV and press advertising. It also started before other sponsors and has put a lot of money behind it."

The banking group was the first brand to sign up to the Olympics (see box) and the first to activate its sponsorship.

Nigel Currie, director of sports marketing agency brandRapport, said Lloyds TSB's campaign was unlike others, in that the executions themselves were Olympic-centric and not just ads with a London 2012 logo at the end.

Other findings from the survey include Cadbury being the most recognisable Tier Two sponsor, polling 20.6%, ahead of holiday brand Thomas Cook (7.3%) and shipping company UPS (3.7%).


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands