Leaders
Dallmeier

Business Directory

Browse the Directory

Sign Up to the Directory

Levy
FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

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.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

HomeServe Signs Five Year Walsall Partnership

Thu 25th May 2017 | Football Sponsorship

Walsall-based company HomeServe Membership has put pen to paper on a new deal to continue as the principal partner of Walsall Football Club for the next five years. The deal will see the club’s...

Carabao Celebrates Chelsea’s Premier League Title Win

Mon 22nd May 2017 | Football Sponsorship

Carabao Energy Drink celebrated the Premier League title win of their partners Chelsea Football Club with the launch of a new campaign. Entitled ‘Wins. Not wings.’ - the irreverent new...

Leicester City & DHL Deliver Global Exposure For British SME

Mon 22nd May 2017 | Football Sponsorship

On Thursday evening, small British business, Tea Palace, received global exposure at a Premier League game, thanks to DHL, the Official Logistics Partner of Leicester City Football Club. Selected from...

Stoke Announced Shirt Sleeve Sponsor

Tue 16th May 2017 | Football Sponsorship

Stoke City has announced a new commercial partner, Top Eleven, who will become their Official Sleeve Partner. The multi-year deal will see Top Eleven’s logo on the left sleeve of Stoke’s...