World Cup 2018 Sponsors Failing to Reach Supporters
Thu 20th May 2010 | Football Sponsorship
A new study has shown that despite spending millions on sponsoring the FIFA World Cup, most brands are failing to connect with football fans, SportsIndustry.biz claims.
The study, commissioned amongst 1,143 football fans shows that unprompted awareness of Coca-Cola (32%), adidas (19%) and McDonald’s (14%) is strong.
But the remaining official FIFA partners and sponsors have failed to get onto the fans’ radar.
The study, conducted by PR consultancy Van Communications, shows that Sony and Visa have unprompted awareness scores of 10% and 7% respectively.
Just five per cent of fans associate Budweiser with the tournament and only 1% of those questioned thought Emirates and Hyundai a World Cup partner.
However, a study carried out by Van Communications in May 2006 shows that Coca-Cola’s pre-tournament association has jumped by 19%.
Visa will be particularly concerned to note that slightly more fans (8%) associate rival (and Champion’s League sponsor) MasterCard at this summer’s Tournament.
Nike (18%) tops the list of sports brands – beating many by investing in official ‘partner’ and ‘sponsor’ status.
The study also highlights that awareness of the England team’s official brands is not high with kit supplier Umbro prompting an awareness score of 4%, followed by Carlsberg (3%) and Nationwide (2%) whilst National Express did not resonate with any football fans.
Google
Yahoo
Live
del.icio
DiggRelated Articles
Audi sets Chelsea on the road to Champions League glory
Mon 21st May 2012 | Football Sponsorship
Chelsea received a commercial boost ahead of its UEFA Champions League triumph on Saturday after agreeing a three-year sponsorship deal with Audi. The deal, announced on Friday, sees the German...
AirAsia Renew Sponsorhip Deal With QPR
Fri 18th May 2012 | Football Sponsorship
Queens Park Rangers Football Club announced today that AirAsia have signed a new contract as an Official Playing Kit Sponsor and Main Club Partner. AirAsia initially announced that the airline will be...
AFC Bournemouth Reveal New Shirt Sponsor
Thu 17th May 2012 | Football Sponsorship
AFC Bournemouth have announced a new three year shirt sponsorship deal which will begin on 1 st July. Energy Consulting Group will be the shirt sponsor for the 2012/13 season, as well as the following...
Leeds United Sponsor Extends Deal
Thu 26th Apr 2012 | Football Sponsorship
Leeds United’s main sponsor, Enterprise Insurance have extended their sponsorship agreement for a further two years until the end of the 2013/14 season. Speaking of the news CEO Shaun Harvey,...
