Millennial Olympic fans are the most engaged with brand's sports sponsorship efforts, according to a consumer survey across 15 markets from target audience company GWI.

Why it matters

Although sports sponsorship often comes with a high price tag, major sporting events like the Olympics provide a clear opportunity for brands to stand out and engage responsive audiences. This latest data show how almost half (46%) of millennial Olympic fans would purchase a brand or product if the brand sponsored their favourite sports league or team.

Takeaways

• Shirt sponsorship is the most noticeable type of sponsorship among fans, with...