London Olympics: What the Games Mean for Business - UK - July 2011
“The difficulties the London 2012 Olympic Games have encountered in achieving pre-event targets for increasing sports participation rates, the change in the economic climate that has taken place since the city was awarded its hosting rights in 2005 and the threat of legal action against ambush marketers have all combined to raise uncertainty over the ways in which British business can take immediate advantage of the UK’s staging of the Games.
However, many of these potential problems bring with them opportunities for brands to gain credit by connecting consumers with an event they want to embrace but are in danger of feeling disconnected from through a range of barriers to access including physical distance and difficulties in obtaining tickets.
Using Olympic sports and athletes as promotional vehicles rather than the Olympics themselves will be one clear route to consumers in a mature sports economy, who can make the implied connections without too much prompting. ‘Backing Britain’ will be another theme of potential value during 2012, as will identification with Olympic ideals and the positioning of the Games as a once-in-a-lifetime experience and an opportunity to try new things.”
– Matt King, Head of Leisure, Tourism, Technology and Media Research
In this report we answer the key questions:
How can the Games engage consumers beyond London and the South East?
How will the presence of the Games within the UK affect the way we follow them?
What impact will the Games have on consumers’ purchasing and leisure habits?
How can brands without Olympic sponsorship rights legitimately associate with the Games?
How will consumers and businesses cope with the disruption to transport and trade the Games are expected to cause?
This report examines consumer behaviour around the 2012 Olympic Games, to be staged in London between 27 July and 12 August 2012. Some analysis of the 2012 Paralympic Games – also to be staged in London, from 29 August-9 September – is included additionally, primarily as a means of adding context and comparison to assessment of the main Olympic event.
Reference is also made to other sporting ‘mega-events’ – particularly the 2010 FIFA World Cup – for the purposes of comparison.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.