Nike claims top spot as FIFA World Cup sponsor
- January 16, 2023
- Jessa Morris
What better way to measure sponsorship performance than by using passionate consumers as the gauge for impact? That’s exactly what we set out to do in our 2022 FIFA World Cup Report, speaking with a thousand FIFA-engaged US residents to find out which brands stood out among the crowd.
Perhaps unsurprisingly, one brand rose to the top. Nike topped the charts when it comes to aided awareness, brand favorability, and impact on purchase consideration.
What was it that drove Nike’s clean sweep of sponsorship impact metrics? Was it the kit sponsorships, Nike FC’s Footballverse, or celebrity endorsements? Which brands were trailing behind and how close or far were they?
Keep reading to find out how other FIFA World Cup and US Soccer sponsors measure up.
Nike, Coca-Cola, and Adidas claim the top three spots in aided awareness
With 69% of FIFA-engaged respondents stating they were aware of the brand’s sponsorship, Nike takes the number 1 spot when it comes to aided awareness. But Coca-Cola and Adidas are a fast follow, with 68% of respondents recognizing them as sponsors too.
All three brands exceed the SponsorPulse action standard, which is developed from hundreds of measured sponsorships, by margins between 11-12 points.
Apparel brands benefit most from favorability gains
Similarly, when it comes to brand favorability Nike and Adidas take the top two spots, with 49% and 46% of respondents agreeing that their sponsorship of the FIFA World Cup made them feel more favorable towards the apparel giants.
Nike sits just above the action standard, which is 48%, for favorability gains.
Legacy sponsors drive the greatest impact on purchase consideration
Once again Nike leads the pack, with 40% of survey respondents agreeing that the brand’s sponsorship of the FIFA World Cup will positively impact their consideration to purchase the brand’s products and services.
In close pursuit are incumbent sponsors McDonald’s and Coca-Cola, both achieving a 35% net increase in consideration among survey respondents aware of the partnership.
Find out which activations drove the greatest sponsor awareness
Looking for more FIFA World Cup 2022 insights? Our full report includes robust consumer profiles of FIFA-engaged North Americans, a breakdown of top brand performance, and the activations that broke through among fans.