The research shows that while 44 per cent of people agree that the Olympic Games are better as a result of the money received from sponsors, only 10 per cent disagree with the statement meaning that there is overwhelming support for the sponsors and the huge role they play in helping stage the London 2012.

The survey also says that 54 per cent of people agree that hosting the Olympic Games is a great thing for the country as a whole, compared to just 19 per cent who disagree.

In addition, the research shows that 48 per cent of people feel that the Olympics will generate a lot of income for the UK in comparison to just 18 per cent of people that disagree with the statement.

The findings are part of an ongoing study by sponsorship experts Havas Sports & Entertainment who works for a range of sponsors including worldwide Olympic Partner Coca-Cola and London 2012 Tier One Partner EDF.

"The Olympics have a unique place in sport and this is reflected in the upbeat attitude the British public are showing towards London 2012 with just a few months to go," said director of sponsorship insights at Havas Sports & Entertainment Alastair Macdonald.

"What is interesting, as sponsors activate more and more, is that the public are becoming increasingly aware of the sponsors' role in the Games.

"Committed sponsors can make a significant difference to major events and gain respect from the public if they provide tangible benefits to the sport.

"If they are prepared, to go even further, and use their sponsorship rights to create content that enriches the fan experience then they will be able to build even stronger relationships with them.

"As an agency we try and help our clients make the best decisions possible about their sponsorships so they can create the partnerships that turn consumers into fans.

"This ongoing research will be a valuable tool for brands and rights holders."

The research was carried out by Havas Sports & Entertainment in December 2011, using a total online sample of 1,075 nationally representative UK adults.

This follows on from previous research carried out in March and August last year.

The study measures awareness of the brands which are official sponsors of the Games, awareness of sponsors' activation programmes around the Games and people's interest in the Games and sponsors themselves.

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