Chart of your day: Knowing of FIFA World Cup 2018 named partners and sponsors
With the planet Cup fully underway there is absolutely no doubt that it’s between the largest platforms for brands to provide themselves. The ultimate of 2014 alone had 3.2 billion viewers listen in, which was slightly below half the populace of the complete planet. To big business which means dollar signs and they’ll visit nothing to be sure their brand is before those numerous viewers. Which means that the sponsorship and partner slots have emerged as extremely lucrative, but just how many people know the brands they’re being bombarded with? This chart of your day tells us the knowing of the primary sponsors and partners.
This research from Marketing Charts and Ipsos provides great insight into how well these brands are known by the football lovers. The web survey of 12,207 people aged 16-24 was done across 27 countries and completed prior to the start of tournament itself. The chart implies that the big hitter, Coca-Cola, lead just how in awareness, with 76% of respondents recognizing them as a brandname. At another end of the scale, you have Mengniu, the Chinese dairy company, which only 4% of respondents were alert to them as a brandname.
The value to these brands positioning themselves as sponsors probably works backwards with their awareness. If 76% of individuals know Coca-Cola then will there be much value in spending the huge amount of money on the placement? You can argue that Mengniu investment could have the best value percentage with regards to ROI. Everything boils down to just how much was spent vs revenue created, but sometimes the worthiness is accomplished further down the road than in immediate sales. You can view a few of the investment figures here.