The Olympics have bolstered BP’s reputation, according to Advertising Age. We previously mentioned social media’s role in repairing the energy company’s image, and now its Olympic sponsorship is helping build upon those gains. A survey by the YouGov BrandIndex shows that BP’s brand perception took a positive turn during the first week of the Olympics that was second only to Visa.
Criticism…But Also a Boon
Its sponsorship has certainly attracted criticism, but BP’s role as the Olympics’ official sustainability and carbon offsetting partner has been a significant boon. By providing biofuel blends and offsetting carbon emissions, BP has deftly countered its poor reputation for environmental responsibility. According to an ongoing study by Havas Sports & Entertainment, the Olympics have helped “build perceptions that over the past 12 months BP has been ‘Working towards a cleaner planet’ and ‘Trying to make a positive difference to society.’” Those perceptions have also been reinforced by important officials such as London Olympic Committee chairman Lord Coe, who called BP a “trusted partner,” and International Olympic Committee chairman Jacques Rogge, who told The Guardian that the company “took corrective measures and did everything they had to do.”
A “Dash of Spice”
While its headquarters is in London and it is supporting British Olympic athletes, BP has also dedicated some resources to the United States. “As the title sponsor of BP Team USA, a group of nine U.S. Olympic and Paralympic hopefuls, the company may have benefited from team member Rebecca Soni winning a gold swimming medal and NBC-TV’s laser-like focus on American athletes,” says YouGov BrandIndex’s Ted Marzilli. BP has also aired pro-USA television spots and sent eight chefs from the Gulf Coast region to London to add a “dash of spice.”
Not all Olympic sponsors have done as well as BP. McDonald’s has attempted to use its sponsorship to associate itself with health and nutrition, but between opening its largest restaurant ever at Olympic Park and the oddly worded support from London Mayor Boris Johnson, the chain has attracted disapproval not only on social media, but also from the London Assembly and Academy of Medical Royal Colleges. The fast food chain currently sits as the bottom of the MediaCom Sport Olympic Twitter Tracker due to the “perceived contradiction of the brand’s Olympic association given general health concerns.” BMW has scored a remarkable degree of exposure via the use of its miniature Mini cars in Olympic Stadium, but outrage at the fleet of 3 and 5 Series chauffeuring VIPs around London helped make the automaker the biggest loser in YouGov BrandIndex’s survey.
Extraordinary Opportunity
Just as they are for the world’s athletes, the Olympics are an extraordinary opportunity for brands. But a place on the podium isn’t guaranteed, and the risks are real. The Olympic platform can amplify criticism, highlight mistakes and contradictions, and undercut public perception and trust. As the games come to a close, it will also be interesting to see how the host’s reputation fairs. As Guardian columnist Hadley Freeman suggests, the Olympics could help usher in “Britain 2.0.”