Overall, 17% of British World Cup followers say a brand’s involvement with the tournament makes them feel more positively towards that brand, while only 5% say it makes them feel more negatively. Most followers say sponsorship does not change their opinion either way. Again, younger fans are more responsive, with 31% of 18-to-34-year-old followers feeling more positively toward World Cup sponsors.
TV and social media lead FIFA World Cup sponsor recall in Britain
When British World Cup followers are asked to recall where they have noticed sponsor branding, TV remains the leading channel. A quarter say they recall sponsor branding through TV broadcasts or commercials (25%), ahead of social media (15%), online or digital ads (8%), in-store promotions (7%), out-of-home ads or billboards (6%), and radio or podcast ads (5%).
But the channel mix varies by age. Among 18-to-34-year-old followers, social media slightly leads TV as a sponsor recall channel (28% vs. 25%). Younger followers are also more likely than older groups to recall sponsor branding through online or digital ads (12%) and radio or podcast ads (10%).