Scots unaware of Glasgow 2014 sponsors

Chris PolechonskiSenior Research Executive Digital, Media and Technology
October 02, 2013, 11:12 AM UTC

There is a high degree of uncertainty amongst Scots when it comes to identifying official sponsors and supporters of the Glasgow 2014 Commonwealth Games.

New YouGov research reveals that almost three quarters (73%) of Scottish adults could not identify a single official sponsor of the event and almost eight in ten (79%) could not identify a single one of the official supporters.

The survey finds that many respondents wrongly identified brands as official sponsors and supporters of the Commonwealth Games. In particular, big Scottish brands were mis-identified as official sponsors of the event, with a quarter (25%) believing Royal Bank of Scotland is an official sponsor, and 15% thinking Scottish Power is an official sponsor.  Almost one in five (19%) wrongly believe Highlands Spring is an official supporter of the event.

However, energy company SSE received the highest proportion of recognition as an official sponsor, with 16% of Scots correctly identifying the company as an official sponsor of the Commonwealth Games. The Games’ other official sponsors each received an even lower recognition rate, with Emirates at 13%, Virgin Media at 7%, BP at 6% and Longines at 2%.

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Apart from drinks manufacturer A.G. Barr, which 15% of Scots correctly identified as an official supporter of the Commonwealth Games, each of the eight other official supporters received 4% or less awareness of their Commonwealth Games support amongst Scots.

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*Companies in blue are official sponsors/supporters of the Games, while those in red are not

See the poll results for September 2013