Survey Shows Brazilian, UK And US Consumers Are Unclear About World Cup Official Sponsors
June 2014 - Sport, Leisure and Tourism
Research done by GlobalWebIndex has shown that 38% of UK, US and Brazilian consumers incorrectly think MasterCard is an official World Cup sponsor, even though it has not been a benefactor since 2006.
Over two thirds (63%) of Brazilians thought MasterCard were FIFA sponsors, compared to three in 10 (30%) from the UK and 34% of Americans.
Visa, on the other hand, who is an official World Cup sponsor, only received 4% more recognition than their rivals, despite backing the event for the last seven years.
Elsewhere, Pepsi, who is not a World Cup sponsor, mistakenly scored high recognition from US consumers, with almost one third of UK and US consumers believing Nike was a sponsor too.
Approximately one third of Brazilians believed Samsung to be an official benefactor, with Puma averaging between 13%-17% across the board.
Other competitors wrongly credited include: American Express, P&G, Red Bull, Ford, Heineken, Burger King, Toyota, Subway, Unilever and Carlsberg.
Aside from Moy Park, Brazilian consumers demonstrated better knowledge on all of the remaining 14 official sponsors:
| Brand | Brazil | UK | US |
| Coca-Cola | 84% | 66% | 64% |
| Adidas | 58% | 53% | 55% |
| McDonalds | 44% | 41% | 43% |
| Visa | 64% | 30% | 63% |
| Hyundai | 55% | 17% | 21% |
| Sony | 38% | 26% | 21% |
| Budweiser | 29% | 25% | 24% |
| Emirates | 29% | 19% | 14% |
| Kia Motors | 31% | 11% | 15% |
| Johnson & Johnson | 31% | 10% | 14% |
| Castrol | 25% | 11% | 15% |
| Oi | 32% | 7% | 9% |
| Continental | 20% | 12% | 11% |
| Moy Park | 10% | 7% | 11% |
| Yingli | 10% | 4% | 9% |
Note: These numbers are approximate. Figures via GlobalWebIndex.
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