Now that the World Cup is in full swing, it’s time to take a look into the battle of the brands. Global sports events always sets up a rivalry for brands such as Nike and Adidas but these aren’t the only brands with a stake in the World Cup.
Research from ‘Way To The Blue’, has found that Nike who are unofficial sponsors of the World Cup have had 232,000 social mentions; while official sponsors Adidas have only had 190,000 social mentions. The sportswear giant Nike sponsors 10 of the tournaments 32 teams, more than any other sportswear maker. As official sponsors Adidas have access to all in-stadium signage and anything else related to FIFA.
Way To Blue have chosen a selection of advertisements that have used the World Cup as inspiration. These advertisements include both official and unofficial brands, the research results showed that 6 out of the 12 brands that were analysed for social buzz, were in fact unofficial brands.
Peter Foster head of insight at Way To Blue said of the findings: “What our analysis demonstrates, is that unofficial brands are certainly giving official brands a run for their money in the social buzz stakes, and that buzz volume alone should not be the only success indicator to focus upon, as it is vital to factor-in other key measures such as affinity and engagement, which may act as more powerful drivers of brand advocacy and even purchase in the long run.”
Here is an infographic by Way To The Blue which represents the research results: