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SBD Global/June 12, 2012/Marketing and Sponsorship

German Survey Finds That Most Euro '12 Watchers Don't Recognize Main Sponsors

A survey by market research institution Ipsos discovered that most of the official sponsors of Euro 2012 are unknown to the average German viewer, according to MARKENARTIKEL. Ipsos' findings conclude that 89% of Germans “want to follow Euro 2012 as closely as possible.” More than a third "don't necessarily care" if Germany plays or not. According to the survey, shortly before the start of the tournament the most recognizable brand was adidas, which had a brand awareness of 24%. Coca-Cola follows with 9%, and the other official sponsors, McDonald’s, Hyundai, Kia, Canon, Carlsberg, Castrol Edge, Continental and Sharp, reach 6%. For the survey, 1,000 people were interviewed by phone from May 30-June 5 (MARKENARTIKEL, 6/11).
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