Dec 15 2008
The Beijing Olympics delivered a much-needed boost to companies that funnelled tens of millions into sports sponsorship this year and none gained more brand awareness than swimwear group, Speedo. That's the conclusion of the 10th winter edition of the Sweeney Sports Report.
The report surveyed 22 major sports covered by the media from April to September. It found Nike regained top place in the Australian sports sponsorship list this winter when Olympic activities increased awareness of sponsors generally.
A 6 per cent rise in awareness to 32 per cent resulted in Nike repeating its 2006 performance of overtaking long-time leader Uncle Tobys.
"Awareness of individual sponsors has decreased in recent years, thought to be a result of increasing saturation of sponsorship opportunities caused by more and more companies trying to lever associations with sportspersons, sports and sporting events to gain the attention of consumers," the report said.
"However, similar to past Olympic years, awareness increased during the 2008 winter as companies invested more heavily in Olympic sports and athletes.
"The most growth was recorded by Speedo, an 8 per cent increase lifting it from equal-12th to equal-sixth most recognised sponsor.
"Its association with swimming was dominant especially because of the spectacular results achieved with its innovative laser suit, leading to extensive pre-Games media coverage domestically and internationally."
In other results, Adidas posted a rise of 4 per cent through its associations with athletics and soccer while Ford and Holden also posted 4 per cent increases, "reflecting the increasing popularity of motor car racing".