TNSSport’s World Cup Monitor says throughout key territories in Europe those brands part of FIFA’s global sponsorship family are already picking up strong associations.
The research says the likes of Coca-Cola, Budweiser and Mastercard are strongly associated with the event across Europe. In the UK, over 50 percent of football watchers linked Coca-cola with the World Cup; in Germany this reached over 70 percent.
Results from the Monitor show over 70 percent of adults in Italy and Spain are interested in the World Cup, peaking at 80 percent in the host nation Germany.
TNSSport claim this ‘level of equity is unique’ as the event attracts a ‘new’ set of fans to football who follow the national team.
Richard Ames, managing director of TNSSport, said: “Whichever way you look at it the World Cup is a remarkable event engaging consumers across the globe. After the final we will be running a second wave of the monitor in Europe and there is little doubt that the partners will make significant gains.”
