IOC unveils results of global research project
A global research project underscores the strength and reach of the Olympic Movement. Public opinion research in 16 countries shows that 78 per cent of people consider themselves true Olympic fans. The research was conducted for the IOC by Sponsorship Intelligence, a London-based sports marketing consultancy. The results were presented to the IOC Executive Board today in Denver. The findings help explain the continuing support by sponsors and TV Rights Broadcasters for the Olympic Brand and the Olympic Games.
Pinnacle of all sporting events
Further results show that 63 per cent of people believe the Olympic Games are the pinnacle of all sporting events. Furthermore, 73 per cent expressed the opinion that the Olympic Games are more than a sporting event; while some 70 per cent thought the Olympic Games set a positive example for children and encourage them to participate in sport. Sponsorship Intelligence probed the views of 12,000 people from every continent.
With regard to the Beijing Games, 76 per cent of the respondents rated the Games “successful or very successful.” The widespread perception appeared to be linked to the fact that athletes from a record number of countries won medals. Majorities also agreed that the Games had a positive impact on Beijing and China.
Important place in society
In general, the Olympic Games remain extremely relevant, with 65 per cent of the respondents sharing the point of view that the Olympic Games have an important place in today’s society. Some 53 per cent agreed that they are relevant to the younger generation.
The strength of the Olympic brand
The research confirms previous results on the strength of the Olympic brand:
- Ninety-six per cent of the people questioned could correctly identify the Olympic rings
- The values most associated with the Olympic Games centred on three themes:
- Striving for Success (Excellence)
- Celebration of Community (Friendship)
- Positive Human Values (Respect)
IOC role and responsibilities fully understood
Respondents were clear about the role and responsibility of the IOC as an organisation that promotes multi-cultural understanding, leads the fight against doping in sport and gets young people involved in sport.