As we see that FIFA is about to reach its finale, people are very excited for the finale as well as the brands and companies that are sponsoring FIFA because more than half (54%) of World Cup viewers are brand-conscious.
GlobalWebIndex investigated brand awareness and loyalty, ad interaction, and information about the major sponsors for the upcoming 2018 event.
GlobalWebIndex conducted a study of 34,390 internet users worldwide and found:
• Coca-Cola, a sponsor of the FIFA World Cup, is consumed by 32% of fans worldwide; 57% of fans visit McDonald’s, another sponsor, at least monthly, demonstrating the financial benefit of TV sponsorship.
• Worldwide, 43% of people learn about brands through TV advertisements, and 46% purchase products from those businesses. Comparatively, 35% of people find brands through online advertisements.
• Despite being a major sponsor, Coca-Cola is not the soft drink brand that FIFA World Cup fans prefer; instead, Nescafe, consumed by one-third of the global population, takes the top rank.
• Approximately 20% of UK World Cup fans drink Coca-Cola weekly when the sugar tax takes effect.
• KFC and Pizza Hut, which respectively have 59% and 42% of the fan base, are in close rivalry with McDonald’s for the top spot in the worldwide fast food sector.
• One in ten World Cup fans owns or has owned a Hyundai, and four out of ten have purchased an Adidas product in the past two to three years.
• According to 54% of FIFA supporters, they are brand aware, and 63% of them stay loyal to brands after engaging with them.
• Brand awareness in the UK falls to just over a third (34%). The fact that brand awareness is lowest in Europe at 40% may very well be a result of this.
According to GlobalWebIndex, 32% of FIFA World Cup supporters regularly drink Coca-Cola, the event’s official sponsor. The report also finds that 57% of fans frequent fellow sponsor McDonald’s regularly, underscoring the financial benefit of TV sponsorship.
In the past, both businesses have supported related international sporting events like the Olympics and the FIFA World Cup 2014. Adidas, Hyundai-Kia, and VISA joined these names in the latter.
The research shows that 1 in 10 World Cup supporters currently own or have owned a Hyundai and that 4 out of 10 had purchased an Adidas product in the last 2–3 years.
In contrast, only 37% of Winter Olympics supporters eat at McDonald’s regularly, while only 29% consume Coca-Cola weekly.
Globally based rivalry
While the major sponsors closely bond with World Cup supporters, they are also up against the fierce worldwide competition. For example, Coca-Cola is not the most well-liked soft drink brand among World Cup supporters worldwide.
Nescafe, which is eaten by one-third of the global population (33%), is the most popular beverage brand among those monitored by GlobalWebIndex. Even though Coca-Cola doesn’t have as many weekly consumers, the success of its sister brands, Fanta (17%) and Sprite (20%), suggests the company’s supremacy during the World Cup.
