Nike and Adidas dominate online World Cup ‘buzz’ 08/07/2010 |
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Sportswear giants Nike and Adidas account for more than half of the World Cup ‘brand buzz’ on social media websites, according to new research.
Global software as a service (SaaS) company Meltwater has been monitoring the volume of social media conversation about brands in the context of the tournament since before the start of the event.
Its study uses natural language processing algorithms to search for brand names along with qualifier keywords such as World Cup, soccer, Fifa and football. According to the most recent analysis covering June 26 to July 4, Nike accounted for 29 per cent of the ‘buzz’ surrounding the competition in South Africa, while Adidas took up 24 per cent.
Before the start of the tournament, Meltwater found Nike to take up 26 per cent of brand mentions, compared to official Fifa partner and arch-rival Adidas’ 20 per cent.
Many of Fifa’s other official partners have seen their shares decrease since the start of the competition.
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