Marketers spend hundreds of millions of dollars around their Olympic sponsorships, but consumers often don’t appear to be aware of who has paid to attach their name to the games. Worse yet, they often think that honor belongs to a major rival. In an online survey of 1,034 U.S. consumers last week, 37% of respondents identified Nike as an Olympic sponsor, and just 24% said, correctly, that Adidas is one. That may be partly due to Nike’s success in identifying its brands with serious athletes of all types. Nike is also a master of ambush marketing, breaking a global campaign today — the opening day of the Olympic Games in London — that features ordinary athletes competing around the world in places outside England that happen to be called London. Coca-Cola was cited by 47% of respondents as an Olympic sponsor, more than any other brand, but 28% incorrectly believed that Pepsi is a sponsor. One of the most-cited brands was McDonald’s, correctly named by 40% of respondents, but 19% of those surveyed believed Burger King is an Olympic sponsor. Respondents who identified brands as sponsors, whether correctly or incorrectly, were then asked if that Olympic sponsorship makes them feel more positive about that brand. Some of the highest response rates were for brands that aren’t sponsors — 54% of respondents said Olympic sponsorship made them feel more positively about Nike, 52% said the same about Burger King and 48% about Pepsi.