Already strong Adidas makes further gains during the 2024 Paris Olympics in Britain

By virtue of being Team Great Britain’s Olympics partner, Adidas gained a lot of airtime during the recently-concluded Paris games, with many members of the team’s contingent wearing the easily identifiable three stripes logo. This visibility appears to have given the brand a boost in Britain in terms of Ad Awareness as well as some other key metrics.

During the course of the Paris Olympics 2024, Adidas’ Ad Awareness score among Britain’s Olympics fans rose from 17 on July 26 to 21.5 on the last day of the event – August 11.

Ad Awareness simply measures the percentage of an audience who say they have watched an advert for a brand in the past two weeks. In this case, the audience is Britons who say they are somewhat interested in the Olympics or that it is one of their top interests. During the same period, Ad Awareness among all consumers in Great Britain rose from 16.1 to 18.8.

But did the adverts actually make an impact in terms of the brand’s commercial prospects? Consideration scores – which reveal the percentage of an audience who say they would consider buying from a brand when they are next in the market – for Adidas among Olympics fans rose from 41.5 on the start of the event to 46 three days into it, after which it stabilised. As of August 11, which was the last day of the event, Consideration scores among this audience stood at 45.3.

This uptick in Consideration rates is especially impressive for a prominent sports brand like Adidas, given its already dominant presence in the sports market. It maintains visibility throughout the year by activations and sponsorships of major sports leagues and teams in Britain and elsewhere.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Adidas’ Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 268 British Olympics fans between July-August 2024. Figures are based on a 3-week moving average.