Sponsorship of the London 2012 Olympic Games has delivered a boost to BP’s brand image, according to new research.
The company has been struggling to rebuild its reputation since the Gulf of Mexico oil disaster in 2010, the worst in US history.
As the official oil and gas sponsor of the Games, BP will provide fuel for more than 5,000 official vehicles and offset the emissions produced by them.
According to the study seen by Marketing, 13 per cent of over 3,000 UK adults polled were aware that BP is sponsoring the Games, up by a third from August last year.
Of those, 38 per cent think the company is improving its efforts to make the planet cleaner, the publication reports.
“These results provide persuasive evidence that sponsoring the Olympics Games can make a real difference to how people perceive a brand,” said Alastair Macdonald, director of sponsorship insights at Havas Sports & Entertainments, which carried out the study.
BP’s Olympic sponsorship is part of a wider campaign to rebuild its image following the Deepwater Horizon disaster, in which 11 crew members were killed.
The company, which has spent $14 billion (£8.9 billion) on the recovery operation, has created a dedicated microsite for the cleanup and delivers updates on its efforts via YouTube and Facebook.
BP is also funding a series of adverts to promote tourism in the Gulf Coast states.