World Cup Sponsors Have To Work Hard For Impact, Report Says

World Cup sponsors will have to significantly increase their marketing effort if they are to maximise brand awareness amongst consumers, says the Chartered Institute of Marketing.

Despite the World Cup being one of the most high profile events this year, it appears that only Coca Cola has seen any early impact of its sponsorship of the tournament.

According to research from RSL, 1 in 5 consumers spontaneously associated Coca Cola with the World Cup while the other main sponsors appear to be falling behind.

For example, Snickers and Canon were both spontaneously recalled by just 1% of those surveyed; McDonalds and Adidas fared better with recalls of 4% each whilst Philips was not recalled by any consumers surveyed.

The survey says that industry sources claim that once sponsorship rights have been negotiated and secured, it can cost the sponsor anything up to the original cost of buying the rights to fully exploit and maximise the sponsorship deal.

Official sponsors of the 1998 World Cup are: Philips, Snickers, Adidas, Canon, Coca Cola, FujiFilm, Gillette, JVC, Mastercard, McDonalds and Opel.

CIM: 01628 427033