Corporate Eye

Brands Sponsor Athletes from Great Britain at 2012 Olympics [Infographic]

While it’s already been determined that consumers can’t name Olympics brand sponsors correctly, that’s not stopping companies from investing hundreds of millions of dollars into sponsoring the London 2012 Games. Some brands have chosen a different strategy to align their brands with the Olympics. They sponsor athletes from the Olympics teams.

Synergy Consulting put together an infographic that explains the landscape of brand sponsorship of athletes from Great Britain at London 2012. The infographic shows 404 sponsorships overall with 267 unique athletes sponsored (215 Olympians and 52 Paralympians). Over half of those athletes qualified for the London 2012 Games. Thirty-four different sports are represented by these sponsored athletes.

The top athlete sponsors of athletes from Great Britain at the 2012 Olympics are:

  • Lloyds TSB
  • BMW
  • Adidas
  • IHG (InterContinental Hotels Group)
  • BT
  • Jaguar
  • P&G
  • British Airways
  • Maximuscle
  • Sky

Finally, the most endorsed athletes overall at London 2012 are Victoria Pendleton, Jessica Ennis, Louis Smith, and Chris Hoy.

You can see the complete infographic below. Also, be sure to check out the interactive 2012 Olympics Brand Tracker for more information about brand sponsorships of the 2012 Olympic Games.

Sponsorship of GB Athletes at London 2012

Click the infographic to view it at full size.

The following two tabs change content below.
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.