MEC Access launches research tool, shows value of Olympic sponsorship

The findings come from MEC Access’ newly launched Partnership Intelligence, a global research tool that aims to give brands an under-the-bonnet look at the impact of sponsorship activity.  

The tool gauges consumer interest, media consumption and attitudes towards partnerships across sport, music, the arts, film and major events like the Olympics or the Oscars.

In its first analysis, Partnership Intelligence found the level of interest in the London 2012 Olympic Games is the highest of any sport or sporting event in many Asia-Pacific markets.

China showed the highest level of interest, with a love/score of 70 per cent, this was followed by Australia (57 per cent) and Thailand (54 per cent).

In football-loving Singapore, the level of interest in the Games ranks behind the FIFA World Cup but higher than Barclays Premier League or F1. 

In Asia, an Olympics partnership provides an extremely strong incentive to purchase a sponsoring brand, it found.

The tool showed between 50 and 70 per cent of consumers stating an Olympic partnership would make them more likely to purchase a brand.

In Australia brands have to work harder, with the intention to buy as a result of an Olympics partnership at 20 per cent.

Mike Jackson, managing director for MEC Access across Asia-Pacific, said given the increasing investment in partnerships around the world, the need for robust analysis to aid decision-making is "paramount".

He said, "The information we can gather from Partnership Intelligence, for example showing potential sponsors which properties are most likely to drive maximum sales for their brands, is groundbreaking and positions MEC Access as a truly valued business partner for clients.”