Official World Cup Sponsors Can’t Keep Up in Ad Shares

/ Jun 25, 2014

unrulyBrazil

Sponsors of the World Cup who paid anywhere from 13 to 20 million dollars for official association with the championship matches might be kicking themselves now in light of recent data. According to marketing technology platform Unruly, non-sponsors of the World Cup comprise nearly three quarters (71.2%) of online shares accumulated by related advertisements.

This means that where official sponsors have generated 3.6 million total shares on the internet, non-official sponsors, like Beats by Dre and the Nissin Group, gained 8.9 million. The top three most shared ads related to the World Cup all come from non-sponsors, with Activia leading just over Nike and then Samsung.

Activia boasts almost 4 million shares with Shakira’s “La La La” commercial featuring Carlinhos Brown, making it the most shared football advertisement this year. Nike comes next in attracting shares, with “Winner Stays” and “The Last Game.”

Overall, only four of the top eleven most-shared spots fit official World Cup sponsors. The FIFA partners include Castrol, Adidas, Emirates, and Coca-Cola. Castrol places highest on the list with 930,877 shares.

Nike beat out official sponsor Adidas, its videos accounting for just over three quarters of both sneaker companies’ total shares. Coca-Cola, however, marks one sponsor that’s managed to generate far more than its non-Cup-affiliated competitor, boasting 87% of the two soft drink brands’ total shares.

Braziliant brands tracker - Mid-tournament

Unruly’s “Braziliant Brands Tracker” uses data from Unruly Analytics and the Unruly Viral Video Chart. They cover 430 billion video views, following 24 million shares a day.

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