Most marketable Canadian Sochi hopefuls

125
Repucom

by Kathy Gardner

January 23, 2014 (ISN) – Repucom Canada today announced a research initiative around the 2014 Sochi Winter Olympic Games to help highlight the capabilities of Canadian athletes as brand ambassadors and the impact the Games will have on their marketability.

Repucom Canada has used Repucom’s tool, The Celebrity DBI, which measures consumer perceptions of celebrities, to conduct this research. Created from the brand perspective, the Celebrity DBI provides brands, agencies and media properties with a data-driven approach to quantify and qualify a celebrity’s value and ability to impact consumers.

Repucom Canada handpicked 20 Canadian athletes across different disciplines and from different parts of the country to examine. The survey, conducted in November 2013, captured information on these athletes across 8 key metrics: Awareness, Appeal, Aspiration, Breakthrough, Endorsement, Influence, Trend-Setter and Trust.

The data can help answer key questions important to brands pursuing an athlete for sponsorship or endorsement partnerships: Of the Olympic hopefuls, who has the highest awareness among a general population? Who is most likeable or trustworthy? Which athlete currently generates the highest endorsement or influence score? The data can also be segmented across gender, age and region to determine which athletes resonate most powerfully among various demographics.

After the Games, Repucom Canada will conduct the research again on the same 20 athletes to measure fluctuations of perception as a result of the Games.

“The Olympic Games can have an enormous impact on the marketability of athletes, and this data will help quantify the degree to which these athletes morph into endorsement powerhouses within the Canadian and global marketplaces,” said Yoeri Geerits, VP of Repucom Canada.

In addition, Repucom will use Crimson Hexagon’s platform to monitor and analyze conversations and sentiments around these athletes across key social media mediums such as Twitter and Facebook. Social media intelligence can inform brands how fans are reacting to the wins and losses of these Canadian athletes.

Repucom will be sharing interesting facts and content on an on-going basis before, during and after the Olympic Games.

The athletes that were tested include a mix of men and women, newcomers and veterans across a myriad of disciplines. They are as follows:

Highest awareness:

  • Sidney Crosby
  • Hayley Wickenheiser
  • Patrick Chan
  • Alex Bilodeau
  • Jon Montgomery

Most likable

  • Alex Bilodeau
  • Patrick Chan
  • Sarah Reid
  • Denny Morrison
  • Melissa Hollingsworth

Highest aspiration

  • Sidney Crosby
  • Melissa Hollingsworth
  • Sarah Reid
  • Meaghan Mikkelson
  • Denny Morrison

Best endorsers

  • Sidney Crosby
  • Meaghan Mikkelson
  • Denny Morrison
  • Jon Montgomery
  • Hayley Wickenheiser

Most influential

  • Sidney Crosby
  • Alex Bilodeau
  • Meaghan Mikkelson
  • Hayley Wickenheiser
  • Alex Harvey

Biggest trend-setters

  • Sidney Crosby
  • Sarah Reid
  • Denny Morrison
  • Melissa Hollingsworth
  • Meaghan Mikkelson

Most trustworthy

  • Meaghan Mikkelson
  • Sidney Crosby
  • Hayley Wickenheiser
  • Patrick Chan
  • Sarah Reid

 

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