Likewise, the use of basketball star Yao Ming and diver Guo Jingjing by McDonald's failed to stick in consumer's minds, with only 16 percent and 11 percent respectively making the connection.

The point that consumers may be overwhelmed by a cacophony of Olympic messages is further illustrated by confusion over campaign themes

Of those who claimed to have seen Adidas advertising, 42 percent thought it was about "Adidas supporting the 2008 Olympic torch relay", compared with 28 percent who thought it involved a "famous celebrity with a humorous storyline", which is actually Visa's campaign, compared to only 16 percent who thought it was about the "Chinese nation supporting the Chinese Olympic team", which was correct.

The majority of respondents who claimed to have seen Visa's advertising also linked it with the torch relay.

GE's distinctive environmental theme appears to have resonated with many, with 39 percent linking GE's strategy with the environment compared with 30 percent who wrongly relate GE with the torch relay.

"While Olympic brands will be anticipating a significant return on their sponsorship investment, it is clear they cannot rest on their laurels. In order for Olympic sponsorship activation to be successful, sponsors will need creative and eye-catching communication if they are going to cut through the inevitable advertising clutter and truly register with consumers," added Basil-Jones.

(China Daily July 10, 2008)