Arizona State Debuts New Adidas FB Uniforms Fresno State Partnering With Nike For Redesign Rahal To Sport Ohio State-Themed Helmet Ticketing Co. Debuts New Program For Three Teams Brands Activating At U.S. Open Of Surfing Six-Year-Old Skateboard Prodigy Racks Up Sponsors Bridgestone, NHL Renew Sponsor Deal SHR Talking To Multiple Sponsors For Danica NBA Signs Marriott For International Games Dolphins Rookie Parker Racking Up Endorsements
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).