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SBD Global/June 22, 2012/Marketing and Sponsorship

Nike Is Brand Most Associated With 2014 World Cup Amongst Brazilians

Despite not being a FIFA sponsor, Nike is the brand "most associated" with the 2014 World Cup among the Brazilian public, according to Fernando Murad of MEIO & MENSAGEM. A study by F/Nazca Saatchi & Saatchi and the Instituto Datafolha found that 28% of Brazilians associate Nike with the 2014 World Cup. Meanwhile, adidas and Coca-Cola which are both official partners of FIFA, had respective scores of 19% and 16%. Another 21% said that they "didn't know," and 11% do not associate any brand with the event. The personality most associated with the event amongst the Brazilian public is 20-year-old Santos and Brazil national team striker Neymar. The young star, who is highly coveted by many of Europe's top clubs including Chelsea, Barcelona and Real Madrid, was associated to the 2014 World Cup by 39% of the people. Other interesting tidbits from the study include: 62% of the people interviewed believe the World Cup will improve the country's infrastructure; "58% think the event will increase corruption in Brazil"; and 57% think Brazil will win the tournament. The study interviewed 2,428 individuals over the age of 12 (MEIO & MENSAGEM, 6/21).
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