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SBD Global/June 19, 2014/World Cup

Study: Nearly 40% Think MasterCard, Nike, Pepsi Are World Cup Sponsors

A GlobalWebIndex study found that 38% of U.K., U.S. and Brazilian consumers "mistakenly think MasterCard is a World Cup sponsor," with rival credit card brand Visa scoring just 4% higher recognition at 42%, according to Ben Bold of MARKETING MAGAZINE. Other brands not officially linked to the tournament, but which scored high recognition as "sponsors," included Carlsberg in the U.K. Budweiser "is the official World Cup beer sponsor." Non-sponsor Pepsi, which has been running football-themed advertising, "scored the highest awareness as a World Cup 'sponsor' among US consumers." On "a more positive note for those brands forking out millions of pounds on sponsorship of the Brazil World Cup," Coca-Cola, a sponsor since '78, and adidas, a sponsor since '70, "gained the highest recognition as World Cup commercial partners." Overall, World Cup sponsor recognition levels "were at their highest to date, particularly in the host nation" (MARKETING MAGAZINE, 6/18).
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Related Topics:

Brazil, International Football

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