Despite heaps of offline and digital marketing expenditure in the run up to London 2012, half of the UK population cannot confidently name a single Olympic Games sponsor, new research shows.
Less than one in four could name an Olympic sponsor among more than 2,000 adults surveyed in the ICM poll for Third City, according to Marketing magazine.
Speaking to the publication, Third City founding partner Mark Lowe explained: "Advertising that offers no promise, support or reason-to-believe looks like wallpaper.
"Unfortunately, too many Olympic sponsorships fall into this category. Just 'badging' a major event, no matter how high profile, just isn't enough anymore."
Last week, it emerged that a team of around 300 Olympic marketing enforcers will be deployed across the UK to police breaches of the multimillion-pound marketing deals.
Legislation has been instituted to prevent non-sponsor brands illegally associating themselves with the Games.
Some companies, such as Paddy Power and Oddbins, have opted to highlight their frustration at the rules by running marketing campaigns designed to show up the restrictive legislation.