Brand Performance

Brands across the globe have invested huge sums of money in sponsorship of the ongoing Euro 2016 championship. The amount of money UEFA have received for just the sponsorship of the Euros is estimated at €400 million, but are the sponsors getting good bang for their buck? Ignite working in conjunction with livewire have explored this question measuring awareness and impact of the Euro 2016 sponsors.

We asked the Irish people who they thought sponsored Euro 2016 and gave them a list of 13 brands including 6 who are the main tournament sponsors and 7 who sponsor football events in general but not the actual Euros. 

Which of the following brands do you think sponsor Euro 2016?

Adidas, who is an official sponsor, came out on top with 62% of people saying they thought they sponsored the tournament. Heineken, who don’t sponsor the Euros, also came out at 62% as they sponsor the Champions League. 59% were aware of Carlsberg's sponsorship. The State Oil Company of the Azerbaijan Republic (SOCAR) had the lowest sponsorship awareness with only 11% of people aware it was affiliated with the Euros.

It appears the halo effect from sponsoring football in general is strongly influencing sponsorship attribution, priming consumers to think the non-Euro sponsors are actually affiliated with the Euros with brands like Mastercard, Nike and Visa (who are not sponsors) scoring higher in awareness than McDonald’s and Hyundai who are official Euro 2016 sponsors. It can be as equally beneficial to create content and association with football as it is to be an official sponsor of tournaments.