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


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers