NEW YORK, June 25, 2014 /PRNewswire-iReach/ -- According to the latest research from YouGov Omnibus, when asked which brands they thought were official sponsors of the FIFA World Cup, Americans correctly recognized Coca Cola (21%) and McDonalds (19%). Adidas was identified by 16% – the same number who incorrectly identified Nike. Hispanics had higher sponsorship recognition with 36% of Hispanics correctly identifying Coca Cola, and McDonalds (27%).
Rates are higher amongst those who have watched at least one FIFA World Cup game and Coca Cola (48%), Adidas (45%) and McDonalds (40%) remain the most recognizable brands. Castrol (4%), Kia Motors (5%), and Johnson & Johnson (6%) were least recognized among all Americans. Overall, 36% of Americans can correctly identify at least one official sponsor for the World Cup.
The same number of Americans, who correctly identified Adidas as a sponsor, incorrectly identify Nike (16%) and Puma (10%). Although Nike and Puma are not official sponsors of the World Cup, World Cup players often wear their products. Pepsi (12%), AT&T (10%), American Express (10%) and MasterCard (9%) were also frequently misidentified.
31% of Americans are interested in the World Cup, but Hispanics interest in the World Cup is higher than other Americans. 68% state that they are interested in the World Cup, 59% have watched the games, and 90% (of those who have already watched) will continue to watch more.
With all this soccer watching Hispanic Americans are generally more likely to recognize World Cup Sponsors. 47% of Hispanics correctly identified any sponsor, with 36% correctly identifying Coca Cola, McDonald's (27%) and Adidas (22%). 29% incorrectly thought Nike a sponsor.
Note on Methodology
Total sample size was 1079 adults. Fieldwork was undertaken between 23rd - 24th June 2014.The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+). For more information and full tables: http://research.yougov.com/news/2014/06/24/world-cup-sponsors/
YouGov is an international full-service research and consulting company, which has pioneered the use of technology to collect higher quality, in-depth data for companies, governments, and institutions so that they can better serve the people that sustain them. www.research.yougov.com
Media Contact: Jenny Hall, YouGov, 212 724 3040, email@example.com
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