World Cup fiasco? - UK public unable to recall sponsors: Echo Research

1,002 adults polled across Britain by Echo Research following the World Cup Final in South Africa struggled to correctly identify eight World Cup sponsors (Coca-Cola, McDonalds, Visa, Adidas, Budweiser, Sony, Emirates, Hyundai) from a list of well-known brands.

No sponsor was correctly identified by more than half of those polled, with recognition highest for Coca-Cola (48%) and McDonald's (40%). Even after the tournament, one in five (20%) of the adults polled incorrectly identified Nike as a World Cup sponsor.

Two sponsors actually saw recognition FALL significantly between the opening ceremony and the Final: Coca-Cola (48%, down from 57%) and Adidas (25%, down from 29%). Only two sponsors, Emirates (up from 12% to 17%) and Hyundai (up from 10% to 15%) secured improvements from low pre-tournament levels, says the research study.

According to Matt Painter, Research Director of Echo Research: "This shows how unconnected organisations are when they sponsor major events - they're getting visibility for their brand on television, but not working these big ticket items effectively in the media through both paid for and non-paid-for channels, nor are they engaging the public through social media discussions. With so much 'noise' going on, companies have to work harder than this to ensure better bang for their bucks".

The tournament also seems to have reinforced the British public's scepticism about sponsors' motives. When asked to select reasons why a company would sponsor the World Cup, fewer than one in ten (9%, down from 13% pre-tournament) agreed it was "because they care about football and its supporters" and one in twenty (5%, down from 9% pre-tournament) "because they care about issues of health, fitness and well-being".

Despite extensive on-the-ground sponsorship activities in South Africa, there was no significant change in the proportion agreeing that it was "because they care about South Africa and its people". By contrast, 85% of those polled agreed it was "to get their company name or logo on television", up from 81% pre-tournament.

Methodology of the survey

  •  Pre-tournament Internet Omnibus survey of 1005 GB adults aged 16-64 weighted to represent the adult population, conducted 9th-10th June 2010.
  •  Post-tournament Internet Omnibus survey of 1002 GB adults aged 16-64 weighted to represent the adult population, conducted 13th-15th July 2010.
Significance calculated at the 95% confidence level.

"We're very proud of our association with the Springboks and had certainly hoped our significantly increased offer would have found traction with the union", said Sasol senior group executive, Lean Strauss.

"As a business, we must take current market conditions into account, while at the same time recognising the enormous value this iconic team has brought to our brand. We believe our offer reflected this approach but respect SA Rugby's decision to consider alternate sponsorship options", Strauss said.

In the past six years the Springboks have delivered outstanding performances and a number of significant successes. The 2007 IRB Rugby World Cup victory in France, along with the 2009 British and Irish Lions tour success and their Tri-Nations triumph, were wonderful highlights, said the company.

"In the course of our association with the Springboks, we have seen the game extend across racial and cultural barriers. It has promoted nation building, united our staff around the world and has strengthened our brand both locally and abroad", Strauss said.

"This has been a wonderful partnership and, while it's been a tough few weeks for the Boks, we at Sasol remain their greatest fans and wish them well for the rest of the season and for the successes that lie ahead", he said.

Sasol's contract with SA Rugby will run for another five months. Sasol says it will ensure the team receives the company's full sponsorship support until the agreement concludes at the end of December 2010.

In 2009, Mark spent seven weeks in Africa on ShelterBox humanitarian missions. In Somaliland, he helped provide shelter to internally displaced persons fleeing the civil unrest in the southern part of the country. He spent the month of October in Niger, West Africa, distributing equipment and special disaster relief tents to victims of flash flooding that left 30,000 people homeless.

Eric graduated from York High School in June and will be attending the University of Illinois this fall. He is an Eagle Scout, a ShelterBox volunteer and an experienced trekker. He created a logo for the Kilimanjaro trip in his York screen-printing class and has been selling t-shirts with the proceeds going to ShelterBox.

He also made a banner with logos of the sponsors and signatures of the people who have contributed to the project that will be carried to the top of the mountain. The Dyers plan to photograph the banner and send pictures to all the donors.

Several local businesses, organizations and members of Mark’s Elmhurst Rotary Club have made pledges and contributions toward sponsoring the trip.

Funds raised by the climbers will benefit ShelterBox and its mission to deliver "Shelter, Warmth, Comfort and Dignity" to victims of natural and man-made disasters.

The worldwide disaster relief agency has delivered aid to victims of more than 135 disasters around the world and to more than 850,000 people.

In addition to the corporate sponsorships, the group has set a goal of raising a minimum of $20,000 to support the work of ShelterBox. For further information or to make a contribution, contact Markdyer1@comcast.net or call 001-630-531-4599.