Research firm GlobalWebIndex found out that Coca-Cola, McDonald's, Visa and adidas "were the most recognised sponsors of the World Cup in Brazil," achieving recognition among 50%, 39%, 41% and 36% of U.K., U.S. and Brazilian consumers respectively, according to Ben Bold of MARKETING MAGAZINE. However, 30% of those surveyed "still thought non-sponsor Nike was officially associated with the event," with similar levels of misplaced recognition for MasterCard (25%) and Samsung (20%). The research found that "no official partner brand had increased its recognition by more than 5% by the end of the tournament." McDonald’s "was the highest climber," with an increase of 5.3%.
Of the official partners’ rivals, Subway "achieved the biggest boost to awareness levels," up 6%. GlobalWebIndex surveyed people who watched the competition in the U.K., U.S. and Brazil. The research found that "sponsor awareness was much higher in the host nation than the other two markets." GlobalWebIndex Head of Trends Jason Mander said, "Real-time, ambush, content and football-related marketing meant a wealth of content-spread across the globe and significantly influenced spectators’ brand awareness and reactions. Consequently, it became more difficult for consumers to differentiate between official sponsors and competitors" (MARKETING MAGAZINE, 7/24).
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| Source: GLOBALWEBINDEX |
