World Cup sponsorships lacked activation: report

David Quainton, 28 July 2010

World Cup sponsors failed to successfully activate their brands during the World Cup, according to a survey.

The poll, by Echo Research, asked 1,002 adults to correctly identify eight World Cup sponsors (Coca-Cola, McDonalds, Visa, Adidas, Budweiser, Sony, Emirates, Hyundai) from a list of well-known brands.

At the start of the tournament Coco-Cola got the highest recognition with 57%, but that dropped to 48% after the final.

Disappointingly for brands wanting to make the most of exclusive event sponsorship, large-scale guerrilla marketing seems to be working, with non-associated brands getting leverage from the tournament. Following the World Cup 20% of adults incorrectly identified Nike as a World Cup sponsor.

"This shows how unconnected organisations are when they sponsor major events - they're getting visibility for their brand on television, but not working these big ticket items effectively in the media," said Echo Research research director Matt Painter.

With just two years to go until the London 2012 Olympics these results have come as a warning to sponsors of the London 2012 Olympic Games who are already promoting or planning to promote their brands.

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