As the Olympics nears, the number of related new surveys is mounting. A recent example is a study commissioned by Interbrand looking at consumer opinion of the ‘fit’ of sponsor brands with the Olympic values.
The report has come in for some flak after concluding, a little obviously, that consumers think adidas a better fit than McDonald’s. Yet, it is still an interesting and legitimate question to explore. Indeed, in a social media context, it may be the key question to ask of any sponsorship proposition, touching as it does on the whole issue of authenticity. Does a ‘good fit’ mean a good social media performance is easier?