Hong Kong – A survey conducted by Aha! Research has found that the 2008 Beijing Olympics official sponsors have enjoyed significant benefits as a result of their involvement. Sponsor brands were shown to have experienced higher brand recommendation and brand attitudes compared with non-sponsor brands. According to estimates, each of the top 12 sponsors of the 2008 Beijing Olympics spent about US$70 million to have their brand associated with this truly global event. Although watched by up to four billion people worldwide, it remains difficult for marketers to assess the impact of sponsorship on their business. “Survey results suggest that the investment brands made in sponsoring the 2008 Beijing Olympics are possibly justified for most, but likely not all,” explains Peter Steyn, managing director of Hong Kong-based Aha! Research. “Millions of dollars were spent this year by the sponsors of the 2008 Beijing Olympics. Our research indicates that most of these brands are enjoying improved recognition, attitudes towards their brand and brand recommendation. But there’s a sting in the tail – it is not enough to be a sponsor – brands must take the initiative before, during, and after the event to communicate their leading role to consumers to make the most of the significant sums they have invested.”