From Russia with brand love

As the greatest show on earth kicks off in Russia, marketers all around the globe will be holding their collective breath as their highly researched and planned out marketing campaigns will be hitting our TV’s, stores, and screens.

Over the course of the tournament the Opinium Sports & Leisure team will be monitoring which official brand sponsors of both World Cup 2018 and our beloved England team are managing to use these tie ins to best affect.

We will also be looking at the winners and losers in terms of football themed TV executions which are hitting the airwaves. From Zlatan & Visa to Harry Kane and Beats we’ve got them all covered.

Below are our first league tables looking at the strength of association that the official FIFA sponsors have towards to the tournament, and the FA sponsors with the England team before a ball has been kicked.

One of the success stories of Euro ’16 was Chinese electronics brand HiSense, which saw brand awareness rise from a paltry 7% to 19% amongst UK consumers, and to a whopping 33% amongst football fans – a rise many marketers would dream of in the space of four weeks. HiSense are back again to try and re-create that glory, and like at the Euro’s they start from a low league position.

Adidas, Coca Cola, and Budweiser and the big brands at the top of the World Cup table looking to leverage their sponsorship to gain share of wallet during this huge consumer spending period. We don’t have to look too far to find some of their direct competitors with Nike & Carlsberg choosing to partner with the FA rather than the tournament as whole, it will be interesting over the coming weeks to see which route is more beneficial for the brands.

World Cup sponsors by level of association

England brand sponsor associations table