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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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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