Millennials most engaged with Olympics sponsorship

An overview of engagement with sports sponsorship among Olympic fans.

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.

Almost half (46%) of millennial Olympic fans said they would purchase a brand or product if the brand sponsored their favourite sports league or team, the highest share across age groups. Gen Z (37%) and Gen X (34%) follow, while Baby Boomers appear