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BizReport : Advertising archives : June 30, 2014

World Cup ad success goes to non-sponsors

As the FIFA World Cup heads towards the final stages, new research reveals that the winners of the most-shared football-related ads are by brands who are sponsors of the event.

by Helen Leggatt

At the start of the FIFA World Cup tournament GlobalWebIndex revealed that brands that are not officially tied in with the soccer tournament are being perceived by many as being official sponsors.

Many incorrectly believe that Nike is an official sponsor and, in the UK, many believe it is Carlsberg, not Budweiser, that is the official beer of the Brazil 2014 campaign.

Consumers have been making a connection between heavily football-themed advertising campaigns and brands that have official links with the World Cup.

More research, this time from marketing technology firm Unruly, reveals that non-sponsors are making up three-quarters of online shares of World Cup related ads, despite the official sponsors such as Coca-Cola and Budweiser creating almost twice as many ads. The average sponsor's ad has generated 66,156 fewer shares than those created by a non-sponsor.

Unruly's 'Braziliant Brands Tracker' reveals that non-sponsors hold the top three places in terms of football ads that have attracted the most online shares. In fact, at the time of writing, of the top 11 ranked shared ads just three are by official sponsors. The top three brands are currently yoghurt brand Activia featuring Shakira, Nike and Samsung.

Unruly's data shows that official sponsors Visa, McDonald's and Kia only made it to 12th, 14th and 18th respectively while Budweiser and Sony failed to make the top 20.

Image via Shutterstock

Tags: advertising, brand marketing, FIFA world cup, social media

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