GLOBAL – JULY 6, 2012: Havas Sports & Entertainment has released an infographic on the public’s anticipation and interest for the UEFA Euro 2012 and the Olympic and Paralympic Games.
Based on the quantitative online study conducted by market research company Toluna, the research found out that demand for sports has not wavered despite economic conditions.
According to the study, which covered 1000 respondents, aged 15 and up across five Western countries, 52% of Europeans "cannot wait" for the Olympic games, 74% of that coming from the United Kingdom.
Lucien Boyer, Global CEO & president of Havas Sports & Entertainment commented: “The key outtake from this research is that despite the difficult economic conditions people are prioritizing spending on sport as its popularity remains sky high. To capitalize on this trend our aim is to help brands develop integrated campaigns at both a global and local level, in PR, social media and experiential activity backed by cutting-edge research.
“Our experience working with six Euro 2012 partners, which includes adidas, Hyundai, KIA, Castrol, The Coca-Cola Company, and Orange, and more than 10 London 2012 sponsors is that the most effective campaigns will tap into the excitement and passion of the sports event and create added-value experiences that encourage consumer interaction and a deeper engagement with the sponsorship".
