Social data indicates that adidas has seen the "largest percentage increase of negative sentiment of all the brands associated with the ongoing FIFA scandal," according to Charlotte Mceleny of MARKETING MAGAZINE. The data, compiled by data-driven advocacy company Freemavens, "revealed the brands that had seen the biggest negative shift in sentiment since FIFA and its sponsors became embroiled in a raft of scandals over the past weeks." Adidas saw negative sentiment rise by a "whopping" 32,500%, followed by Visa (27,000%), Budweiser (25,500%), Nike, (23,700%), Hyundai (16,600%), Coca-Cola (9,650%) and lastly, McDonald's (4,600%). While all brands "clearly saw a big rise in negative sentiment as a result of the scandal," brands such as adidas would have had "lower negative comments prior to the scandal, helping to explain why it has fared worse" than the likes of McDonald's (MARKETING MAGAZINE, 6/3). CAMPAIGN LIVE's Maisie McCabe wrote the FIFA "storm" is putting brands' "pure intentions to the test." Sponsors' initial responses were "disappointingly moderate." FIFA President Sepp Blatter's "belated resignation changed all that." McDonald's, adidas and Budweiser, "which issued bland statements last
week, quickly welcomed his departure." Top marks, "however, go to Visa,
which was the only sponsor to say it would re-examine its relationship"
with FIFA if the mess was not "sorted out (pre-departure)." On Tuesday,
Visa built on this, "saying that his departure was a 'significant first
step towards rebuilding public trust.'" It would have taken a "brave sponsor" to break with FIFA. But with Blatter
gone, there is a "real opportunity for its partners to do some good
inside the machine" (CAMPAIGN LIVE, 6/4). TIME's Brad Tuttle wrote according to AdWeek, Blatter's resignation, combined with comedian John Oliver's gags, "created a firestorm on social media." During the hour after Blatter's announcement, Budweiser mentions on Twitter "spiked 525%." Other FIFA sponsors saw "immediate brand boosts on Twitter as well: Coca-Cola mentions nearly doubled, Visa rose 71%, and Adidas was up 53%." In the "short run at least," Blatter's resignation "also gained McDonald's,
Bud, Adidas, and other FIFA sponsors a little extra attention for their
brands" (TIME, 6/3).
