Sponsorship Intelligence scoops IOC brief

by Staff, Brand Republic 19-Jun-08, 16:00

LONDON - The International Olympic Committee (IOC) has appointed research consultancy Sponsorship Intelligence to conduct consumer and media research into this year's Games.

The IOC said its research needs have been broad in the past and continue to expand with each edition of the Olympic Games.

This latest brief will hand Sponsorship Intelligence the job of making the research co-ordinated and integrated, in the areas of both consumer and media research.

The agency will also carry out consumer studies in 16 territories using a variety of qualitative and quantitative methodologies and employing the latest online and spectator interviewing techniques.

SI are also analysing the media output in every market that is broadcasting Olympic content via TV, online and mobile.

Andy Kowalczyk, managing director of Sponsorship Intelligence, said: "We are delighted to be working with the IOC to provide this key resource. The research will address the objectives of all IOC stakeholders but importantly it will also feed into the IOC's overall strategy beyond Beijing 2008."