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SBD Global/Marketing and Sponsorship

Survey: More Than 40% Of Brazilians Do Not Know The National Football Team's Sponsors

Consulting agency Stochos Sports & Entertainment conducted a study revealing that 40.5% of Brazilians "do not associate any brand" with the Brazilian national football team, according to Cris Simon of EXAME.com. The Brazilian Football Confederation (CBF) has 13 partners: Nike, Ambev, Itaú, Vivo, Volkswagen, Gillette, Seara, TAM, Extra, Nestlé, MasterCard, Tenys Pé and Parmigiani. When asked what brand they associated with the Seleção, 46.3% of the people said Nike. The other two brands that rounded out the top three were Guarana Antarctico (30.8%) and Itau (17%). For the survey, 8,329 people were interviewed across all of Brazil's states (EXAME.com, 9/21).
Brand Start of Partnership Brand Recognition
Nike

Jan. '95

46.3%

Antarctica + Guaraná Antarctica

Jan. '02

30.8%

Itaú

Oct. '08

17%

Vivo

Nov. '08

10.5%

Volkswagen

Dec. '10

1.4%

Gillette

May '09

1.2%

Seara

Jan. '11

0.7%

TAM

May '07

0.3%

Extra

Aug. '09

0.2%

Nestlé

May '10

0.2%

Mastercard

Aug. '12

0.1%

Tenys Pé

July '11

0.1%

Parmigiani

April '11

0%

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