Coke scores big at World Cup 13/07/2010 |
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Coca-Cola and Adidas enjoyed the most in-stadia exposure during the World Cup, according to brandRapport.
For the first time, moving electronic perimeter advertising for sponsors was used at the tournament. Each of the World Cup’s six partners, eight sponsors and six local sponsors had their brand displayed in 30-second slots on LED boards during each match.
The partners – Coca Cola, Emirates, Visa, Hyundai, Sony and Adidas – each received exclusive branding which amounted to eight or nine minutes per match, while the sponsors appeared in pairs – McDonalds with Yingli Solar, Budweiser with Castrol, Continental with Mahindra Satyam and MTN with Seara. The local sponsors all appeared on the boards together.
The new system guaranteed a specific amount of exposure for all the brands during each match, but those brands that happened to be showing when each goal was scored received significantly greater benefits.
A total of 145 goals were scored in the tournament and the partner that came out top, according to brandRapport, was Coca-Cola, which was on show for 17 of the goals. Behind Coke with 14 was Adidas and the joint branding of sponsors MTN and Seara and Mahindra Satyam and Continental. Visa came next with 13 goals.
BrandRapport’s director of football Richard Thompson said: “The football World Cup has established itself as the standout global sporting event in the world for commercial partners.
“The passion and levels of interest in all the matches is unrivalled and the fact that sponsorship revenue for this year’s tournament is up 80 per cent on Germany 2006 speaks volumes for the demand from companies and brands to be part of it.”
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