Low recall of World Cup sponsors

The British public remain uncertain which companies sponsored the tournament, claims the findings of a new poll.

Echo Research, conducted a poll the day before the FIFA World Cup opening ceremony on June 11 and repeated after the World Cup Final on July 14.

Findings suggest the month-long tournament has reinforced the British public’s belief that sponsors are motivated less by concern for football, South Africa and its people or issues of health and well-being, than by hard-headed commercial goals such as getting their name or logo on television.

The 1,002 adults polled across Britain following the World Cup Final struggled to correctly identify eight World Cup sponsors (Coca-Cola, McDonalds, Visa, Adidas, Budweiser, Sony, Emirates, Hyundai) from a list of well-known brands.

No sponsor was correctly identified by more than half of those polled, with recognition highest for Coca-Cola (48%) and McDonald’s (40%). Even after the tournament, one in five (20%) of the adults polled incorrectly identified Nike as a World Cup sponsor.

Two sponsors actually saw recognition fall significantly between the opening ceremony and the Final: Coca-Cola (48%, down from 57%) and Adidas (25%, down from 29%). Only two sponsors, Emirates (up from 12% to 17%) and Hyundai (up from 10% to 15%) secured improvements from low pre-tournament levels.

According to Matt Painter, Research Director of Echo Research, “this shows how unconnected organisations are when they sponsor major events – they’re getting visibility for their brand on television, but not working these big ticket items effectively in the media through both paid for and non-paid-for channels, nor are they engaging the public through social media discussions.


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