A new report from online marketing firm RadiumOne has shown that you don’t necessarily have to shell out millions of dollars to be associated with an international soccer tournament.
The study basically proves that while sponsors like Coca Cola and Adidas have forked out the big bucks to attach their brand name to Euro 2016, a whole bunch of freeloaders are getting recognition without even signing a contract.
The report spoke to 1000 British people with an interest in the tournament, and asked them to list the five brands they most closely associated with the soccer event. While major sponsors Coca Cola and Adidas were listed most at 12 and 11 per cent, respectively, Nike somehow ended up at number three with nine per cent of respondents listing it as a sponsor, despite having no affiliation with the contest.
MasterCard, Visa, Heineken, Barclays, and Budweiser — none of which are sponsors — were also in the top ten.
Non-sponsors actually outnumbered actual sponsors in the list of the ten most closely associated brands with Euro 2016.
Orange, Hisense, and Hyundai — all official sponsors of the tournament – failed to even nab any brand recognition with the tournament, garnering less tham one per cent of the attention.
“With only three weeks left until the tournament starts, sponsors still have much work to do to activate their investment in terms of consumer association,” RadiumOne’s European managing director Rupert Staines said in a press release.
Staines explained that companies like MasterCard, Heineken, and Barclays benefit from the “‘halo effect” of other soccer-related sponsorships.
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]