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SBD/June 26, 2014/Marketing and Sponsorship
World Cup Marketing Notes: Are Neymar's Pricey Cleats Too Exorbitant For Brazilians?
Published June 26, 2014
SPONSOR RECALL: YouGov Omnibus yesterday released poll data showing that, when Americans were asked which brands they thought were official sponsors of the World Cup, they correctly recognized Coca-Cola 21% of the time, and McDonalds 19% of the time. adidas was identified by 16% -- the same number who incorrectly identified Nike. Hispanics had higher sponsorship recognition with 36% of Hispanics correctly identifying Coca-Cola, and McDonalds (27%). Total sample size was 1,079 adults. Fieldwork was undertaken between June 23-24. The survey was carried out online. The figures have been weighted and are representative of all U.S. adults (aged 18+) (YouGov).
CONSOLATION PRIZE: In London, Antony Barrett reports members of the England national team were given Xbox One consoles by Microsoft despite being eliminated from the tournament. A Football Association spokesperson said, "It was a sponsorship deal for the tournament. The players were given them whilst they were away by the manufacturer, free of charge" (LONDON TIMES, 6/26).