News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Coke or Pepsi? Budweiser or Carlsberg? Consumers unsure of official World Cup sponsors
Heavily football-themed advertising and marketing is making it hard for consumers to recognize an official sponsor of the World Cup, according to new data from GlobalWebIndex.
Brands that are not officially tied in with the FIFA World Cup are being perceived by many as being official sponsors. For example, many incorrectly believe Nike is an official sponsor and in the UK many think Carlsberg is the official World Cup beer when it is, in fact, Budweiser. While Coca-Cola is the official soft drink of the World Cup, many believe it to be Pepsi.
Furthermore, while MasterCard has not sponsored the World Cup since 2006, almost half of those surveyed by GlobalWebIndex thought they were sponsors of this year's tournament.
So, why the confusion? It appears that consumers are making a connection between heavily football-themed advertising campaigns among brands that have no official links with the World Cup.
"Nike, for example, with its ads featuring Ronaldo, Rooney, Neymar et al - was selected by nearly a third of people in the UK and US, as well as over 40% in Brazil," writes Jason Mander, Head of Trends at GlobalWebIndex, in a recent blog post.
"Similarly, a fifth in the UK and a third in Brazil believe that Samsung is a sponsor, no doubt due to its ads in which Ronaldo and Rooney appear once more, this time alongside Messi."
Image via Shutterstock
- Survey: Disconnect between brands, consumers about UGC
- 69% of consumers excited about experiencing virtual reality
- Consumers have already started back-to-school shopping
- How Facebook Topic Data is impacting social
- Advertising Roundup: Analytics and mobile engagement
- How reviews from gift-givers can help brands
- iPhone replaces iPad as ecommerce device of choice
- 51% of Brits can not spot ads in search results
Featured White Papers
- 6 SEO Predictions to Plan for in 2016
To succeed in 2016, marketers must pay heed to a number of critical SEO trends, including how they go about...
- How to Boost Reader Engagement 300%
Building an audience isn't just about quantity: it's also about quality. How can you increase the number of readers who...