As football fever kicks in ahead of UEFA Euro 2016, the battle of the brands is also warming up. Marketers are attempting to capitalize on the hype. To coincide with the tournament, Leo Burnett’s Brandtasy League table will provide an alternative contest -- ranking the performance of both sponsors and non-sponsors during Euro 2016. The League uses research generated by the agency’s Sponsor DNA tool to investigate sponsorship awareness and perceived fit, while also tracking brand affinity and purchase intent for 20 major brands. The Brandtasy table before tournament kickoff has a familiar look, with the usual suspects adidas and Nike occupying the top two spots. Coca-Cola is positioned nicely in third place, benefitting from its impressive 41% unprompted awareness as a sponsor and waiting perhaps to spring a surprise as the tournament progresses. Surprisingly, only four of 10 UEFA official sponsors are ranked in the top 10 as it stands. The majority of remaining spots are filled by official England team sponsors. Jostling at the foot of the league table are the overseas brands looking to use the Euro 2016 association to change perceptions in the U.K. market and boost their brand awareness and affinity. For instance, Chinese electronics company Hisense, an official sponsor, will look to chase down Samsung when its marketing activity kicks off (Leo Burnett).
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| Source: LEO BURNETT |
