Sponsorship Intelligence appointed by the International Olympic Committee (IOC) as research consultant
 

Sponsorship Intelligence has been appointed by the IOC to act as a research consultancy, it was announced this week.

The IOC's research needs have been broad in the past and continue to expand with each staging of the Olympic Games. However, making the research more coordinated and integrated was central to this year's project. SI's research programme is apparently one of the most cohesive and comprehensive studies conducted by the IOC on the Olympic brand, the Olympic Games and the Olympic Movement to date. Holistic SI describes its approach as "offering a truly holistic and progressive research solution ... comprising both consumer research and media research". The consumer studies will cover sixteen territories and comprise a variety of qualitative and quantitative methodologies, employing the latest online and spectator interviewing techniques. SI are also analysing the media output (media research) in every market that is broadcasting Olympic content (via TV, online and mobile) and recognising the importance of correlating this with all elements of the consumer research with the aim of delivering a greater   level of insight than ever before. Andy Kowalczyk, MD of Sponsorship Intelligence, commented: "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."