U.S. Olympic Brand Demonstrates Vitality with Two Years to London 2012 Olympic Games

U.S. Olympic Committee ranks as the most positively viewed sport organization of all American sport properties

COLORADO SPRINGS, Colo. – With less than two years to the start of the London 2012 Olympic and Paralympic Games, the U.S. Olympic brand is healthy in the United States and consumer interest in the Olympic Games remains strong and steady, according to research conducted by Lieberman Research Worldwide (LRW). 

According to research gathered following the Vancouver Olympic Winter Games, the U.S. Olympic Committee (USOC) continues to be the most positively viewed sport organization of all American sports and is rated as being more patriotic (USOC 86%; MLB 47%), inspiring (USOC 86%; NCAA 33%), sportsmanlike (USOC 85%; NCAA 56%), unifying (USOC 78%; NFL 29%) and amazing (USOC 75%; X-Games 54%) than any other sport property in the country. (Organizations listed are those placing second in the respective categories). 

Overall the Vancouver Olympic Winter Games had a positive impact on Olympic interest. The Olympic values were refreshed, feelings of patriotism remain strong and several winter sports rose in appeal.

“The U.S. Olympic brand continues to retain its vitality, which is a testament to the strength of the Olympic Symbol, the inspiring stories of our athletes, and the creativity and dedication of our partners,” said Scott Blackmun, USOC Chief Executive Officer. “We would like to thank the American public for its unending support of the U.S. Olympic and Paralympic Movements, as well as Team USA athletes for their passion for sport and commitment to being the best they can be.”

Value of the Olympic Rings

Sponsorship of Team USA remains the most valuable sports sponsorship triggering strong patriotism and provoking brand usage and loyalty.  Compared to all other major sport properties, Olympic fans report more brand loyalty to USOC sponsors than fans of other competitive sport properties. In fact, Olympic fans are nearly twice as likely to use a brand after becoming aware that it is a sponsor of the U.S. Olympic Team (USOC 20%; NFL 13%).  

This consumer behavior is fueled by the public’s understanding of the influence that Olympic sponsors have on funding Olympic athletes and hopefuls, as well as the direct impact these sponsorships have on the performance of Team USA. Seventy-nine percent of respondents correlated sponsorship with making it possible for major events to take place and 71 percent of individuals surveyed believe corporate sponsorship makes it possible for athletes to afford training and competition.

In addition, research shows that Olympic ad recall doubled after the Vancouver Games with the most memorable ads featuring a patriotic theme, utilizing the five ring symbol and appearing on television. The recent Vancouver Games generated high advertising recall for both Team USA and sponsor advertisements with viewing for both types of ads resulting in boosted opinions for the Olympic Movement and sponsor brands.

Ambassadors of the Movement

Team USA athletes are truly the face of the U.S. Olympic and Paralympic Movement and continue to stand out as worthy brand messengers and ambassadors of the Olympic ideals at home and abroad. Although research confirms that U.S. Olympians and Paralympians are not as recognized as other professional athletes in the United States, they are viewed more admirably than any other group.   

In fact, those surveyed feel that Olympians:

· most positively represent the U.S. to the world (USOC 90%; MLB 30%)

· exemplify excellence (USOC  86%; NFL  36%)

· are positive role models for children (USOC  84%; NCAA  37%)

· uphold a strong moral and ethical code (USOC  74%; NCAA 28%), and

· are inspirational (USOC  70%; NCAA  24%) 

In addition to viewing members of Team USA more positively than athletes representing other sports properties, individuals surveyed believe the USOC most positively represents the U.S. to the world (USOC 87%; MLB 35%).  Furthermore, the primary connection to the Olympic Games for consumers is patriotism as 71 percent responded that watching the Olympic Games makes them proud to be an American.  

And, while 32 percent of individuals want the U.S. to bring home the most hardware, respondents are more concerned with how Team USA conducts itself on the field of play as 59 percent want U.S. athletes to demonstrate good sportsmanship.  This directly correlates to 52 percent who responded that the Olympic Games is a time for the world to come together to promote peace through friendly competition as opposed to an opportunity for the U.S. to show how Team USA excels at sports (10%) or an occasion to see the world’s best athletes compete for Olympic medals (38%)

Strength of Olympic Interest, Demographic Trends

Overall, the Vancouver Games resulted in elevated interest in the Games. Snowboarding (15%), curling (9%), ice hockey (7%) and speedskating (6%) netted the largest percentage increases in interest from pre-Vancouver surveys. Compared to other sports properties, interest in the Olympic Games ranks second only to the National Football League as the top League interest sport for Americans (NFL 69%; USOC 52%; MLB 39%). 

However, both teens ages 13-17 (USOC 56%; NFL 50%) and females (USOC 49%; NFL 39%) rank the Olympic Games as their top sport choice. Following the Vancouver Games, teens showed increased interest in shopping opportunities on TeamUSA.org, and teens reported that they are more likely to use a brand if it is a Team USA sponsor.  Interest in the Olympic Games has also increased among males 18-24 and they show a greater interest in hearing about Team USA throughout the year. This group is also the most likely to believe that Team USA is “cool,” closing the gap with the X-Games (X-Games 61%; USOC 59%).

While television remained the No. 1 way for consumers to connect with the Games, online viewing saw an increase in participants and 25 percent of respondents reported watching an Olympic-themed video online. This number increased dramatically among avid fans, where 49 percent reported online consumption. 

Additionally, 39 percent of respondents favor a longer Olympic activation period. Fifty-four percent of respondents believe early summer (May-July) to be the most appropriate time of the year for the extended activation closely followed by summer (July- August; 46%) and early in the year (January 41%).

“We are very pleased to see that our fans want to hear about Team USA more frequently,” said Lisa Baird, USOC Chief Marketing Officer.  ”We’re working on new and creative ways to provide our partners with more programs and initiatives to activate around as well as additional opportunities for the public to experience the Olympic and Paralympic Movements.” 

About this study

3,002 respondents completed a 25-minute online survey, with each respondent evaluating up to three sponsor categories in detail.  Data was collected April 5-15, 2010, and was weighted to be representative of the total U.S. population that does not reject the Olympic Games.

About the LRW and USOC Partnership

In late 2007, Lieberman Research Worldwide entered into a partnership with the U.S. Olympic Committee to track consumer knowledge, perceptions and behaviors, as well as the new brand positioning, which was launched in August 2007.

About LRW

LRW is a privately-held research company recognized for its unique ability to use market research to make a business impact. It’s consistency in delivering actionable, marketing-oriented analyses flows from a disciplined multi-step proprietary process that emphasizes up-front thinking and invites heavy client involvement. 

About the USOC
The USOC is recognized by the International Olympic Committee as the sole entity in the United States whose mission involves training, entering and underwriting the full expenses for the U.S. teams in the Olympic, Paralympic, Pan American and Parapan American Games. In addition to being the steward of the U.S. Olympic Movement, the USOC is the moving force for support of sports in the United States that are on the program of the Olympic, Paralympic, Pan American and Parapan American Games.

For more information, visit www.TeamUSA.org. Follow us on Twitter and Facebook.