Below are findings from an online survey we conducted in the week prior to the World Cup final. We wanted to do this survey to find out if people recognised the official sponsors/partners through all the branding clutter that surrouds the World Cup and if paying the millions of dollars that the top companies are paying to become an official partner or sponsor is really worth it. Our results show that it is.
World Cup Survey, Key Findings
- Adidas is the brand that most stood out throughout the 2010 World Cup; 56% of people knew that they were the official partner and 15% of people said that was the brand that stood out the most from the World Cup
- Coca-Cola stood out as the soft drink partner as 81% of people knew that they were the official partner with only 9% saying Pepsi. 12% of people also said that Coca-Cola stood out to them most from all the brands in the World Cup
- McDonalds stands out from their competitors as the official restaurant chain with 68% of people citing them as official partners, 26% didn’t know, 4% said Burger King and 2% said Pizza Hut
- There is some confusion in the following categories:
- official airline partner (36% knew it was Emirates, 34% didn’t know who it was , 19% said South African Airways and 11% said Etihad)
- official credit card partner (55% knew it was VISA, 28% thought it was MasterCard, 13% didn’t know, 2% thought it was American Express and 2% thought it was Barclay’s)
- official beer brand (50% said Budweiser, 31% said Heineken, 15% didn’t know and then others said Miller(2%) or Bavaria (2%))
- Over half the people surveyed (55%) knew that Sony was an official partner, with 19% saying they didn’t know who was, 13% said they thought it was Samsung, 11% of people thought it was LG and 2% said Panasonic
- 50% of people knew Hyundai was the official car partner, 37% didn’t know who was, 9% said Toyota and 4% said Volkswagen
- Bavaria’s ambush marketing stunt did make an impression on people as 4% of people said that was the brand that most stood out to them from the 2010 World Cup with only 2% saying that Budweiser stood out to them.
- When asked what brand most stood out to them almost half of people surveyed (48%) said that no brand stood out to them
Pembroke Communications, World Cup Research Results
1. Are you male or female?
Male 57%
Female 43%
2. Which sports brand is the official partner to the 2010 FIFA World Cup?
Adidas 56%
Don’t know 29%
NIKE 14%
3. Which soft drink brand is the official partner to the 2010 FIFA World Cup?
Coca-Cola 81%
Pepsi 9%
Don’t know 6%
Lucozade 4%
4. Which airline is the official partner to the 2010 FIFA World Cup?
Emirates 36%
Don’t know 34%
South African Airways 19%
Etihad 11%
5. Which motor brand is the official partner to the 2010 FIFA World Cup?
Hyundai 50%
Don’t know 37%
Toyota 9%
Volkswagen 4%
6. Which digital brand is the official partner to the 2010 FIFA World Cup?
Sony 55%
Don’t know 19%
Samsung 13%
LG 11%
Panasonic 2%
7. Which credit card brand is the official partner to the 2010 FIFA World Cup?
VISA 55%
MasterCard 28%
Don’t know 13%
American Express 2%
Barclay’s 2%
8. Which beer brand is the official sponsor to the 2010 FIFA World Cup?
Budweiser 50%
Heineken 31%
Don’t know 15%
Miller 2%
Bavaria 2%
9. Which restaurant chain is the official sponsor to the 2010 FIFA World Cup?
McDonalds 68%
Don’t know 26%
Burger King 4%
Pizza Hut 2%
10. Which brand most stands out to you from the 2010 FIFA World Cup? Please specify if no brand stands out to you.
None 48%
Adidas 15%
Coca-Cola 12%
McDonalds 6%
Other 5%
Bavaria 4%
Nike 4%
Budweiser 2%
Sony 2%
VISA 2%





Aug 1st
The fact Adidas made the footballs gave them a huge advantage… In fairness to Visa & McDonalds they both pushed their association hard. The WC & Olympics are very cluttered for sonsors but they both grant huge exposure…,