Olympics lose their appeal

In these days of Olympic disputes it was interesting to note the results of a global consumer poll released this month. The McCann-Erickson World Group surveyed 1,850 consumers in 46 countries to determine the value of the Olympic Games. McCann-Erickson represent clients such as Coca-Cola who invest enormous sums in Olympic sponsorship.

In a result that is sure to worry the IOC top table, they concluded that the Olympics have two conflicting images. One image symbolises highminded universal ideals, the other drug problems, political scandals and negative media coverage.

It added that marketers should not ignore the emerging negativity. A startling and potentially devastating find was that while the Olympics still held a special place among adults older than 40, younger people viewed the Games as "getting worse rather than better, and it has to do with drugs and over commercialisation".