World Cup lets down multi-million pound partners

Brands have yet to benefit from their sponsorship of the World Cup, according to an exclusive Marketing poll, carried out by Lightspeed Research.

Coke: getting value from its sponsorship
Coke: getting value from its sponsorship

The mobile research, conducted during the England vs USA game last Saturday, shows that 88% of respondents did not feel that their opinion of the official sponsors had changed as a result of their link to the World Cup. Only 8% claimed that sponsorship had a positive effect on their view of the brands, while 84% were no more likely to buy a brand in the future as a result of its sponsorship of the tournament.

There is also confusion over which brands are official sponsors. For example, 30% of consumers wrongly believe that Mastercard is a partner, compared with 37% for Visa, which is supporting the World Cup.

Nike benefits from a halo effect from the event despite its lack of official standing; 29% of respondents thought the  brand was a World Cup sponsor.

Coke's spons­orship was the most-recognised (65% of resp­ondents), while just 23% were aware of airline Emirates' involvement.

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