Brand awareness study

July 2018

Lucia Juliano Arif Afzal Head of CPG & Retail Research Senior Research Executive [email protected] [email protected] +44 (0) 161 242 1371 +44 (0) 161 242 1387 Research background

In July, 32 teams descended on Russia to compete in the FIFA World Cup 2018.

Alongside these nations, 16 local and global brands gained (further) worldwide recognition though being official sponsors of the tournament:

2 Sample & Methodology

Awareness of World Cup sponsor brands, along with attitudes towards the recent World Cup in Russia, were measured across a population of 2,759 respondents in the UK, Germany, Russia and China.

This report focuses on the UK view, with any interesting points from other markets included N=673 N=720 N=686 N=680

Sample:

• A nationally representative sample of respondents across 4 key markets Methodology: Interview method: • Online interviews via the Harris 24 platform • Level of interest and amount of the World Cup 2018 watched identified, as well as team supported

• Sponsorship awareness (both unprompted and prompted) • Perception of branding around the World Cup

• Level of enjoyment for the tournament and comparisons to previous World Cups

Fieldwork dates: • (UK only) Opinions on which TV pundit(s) were most enjoyable to watch • 16th July – 17th July 2018 • Final view on whether the winner of the 2018 World Cup was deserved

3 Significance testing

Significant differences between groups has been tested at the 95% confidence level, with any groups that outperform all others within it’s category shown as in the below key:

Gender Level of interest in football

*F Where Females score significantly higher than Males * * Interested Uninterested

*M Where Males score significantly higher than Females

Age

*18-34 Where 18-34 year olds…

*35-54 Where 35-54 year olds…

*55-65 Where 55-65 year olds…

… score significantly higher than all other age groups

4 Main results Level of interest in football and amount of World Cup watched

• 2 in 3 show a general interest in football, most acute amongst males and 18-34 year olds • The majority of UK respondents watched most of the games

General level of interest in football Amount of World Cup watched

28% 25%

* *55+ 18% * * Interested – 67% 14% 15%

*

Neither/ Nor – 13% Every single The vast Most games Some A few game majority of (between games games (less (100%) games 50-74%) (between than 25%) (75% or 25-49%) more) Uninterested – 20%

• At 86% the only one of our four countries not to participate showed the most interest (UK was last, behind Germany (70%) • 76% viewing most matches in China was also higher than the other markets

A1. How interested are you in football in general? 6 A2. And how much of the FIFA World Cup 2018 did you watch? Base: all UK qualified respondents (n=673) Team supported during World Cup 2018

England was the supported team for the majority – at 82% support from 55+ year olds was stronger than younger age groups (18-34 and 35-54 both 71%)

Teams supported

Argentina 1% Australia 0% Belgium 3% Brazil 3% Colombia 0% Costa Rica 0% Croatia 3% Denmark 0% Egypt 0% England 74% France 3% *55+ Germany 1% Iceland 0% Iran 0% Japan 0% Mexico 0% Morocco 0% Nigeria 1% Panama 0% Peru 0% Poland 1% • As you may expect, the Portugal 0% greatest diversity in support Russia 1% Saudi Arabia 0% came in China: Senegal 0% • The highest was 28% for Serbia 0% winners, France South Korea 0% nd Spain 0% • 2 was Brazil (17%) Sweden 0% Switzerland 0% Tunisia 0% Uruguay 0% I did not support a team during the World Cup 5%

A3. Which, if any, team did you support during the FIFA World Cup 2018? 7 If you supported multiple teams, please just select main team you supported. Base: all UK qualified respondents (n=673) Awareness of World Cup Sponsor brands

• McDonald’s and Coca-Cola are the most prominent sponsors in consumers minds, McDonald’s being spontaneous and prompted • Being a sports event Adidas also sees high awareness – so does Nike, not an official sponsor but viewers are likely to have seen the ‘swoosh’ on shirts

Awareness of World Cup Sponsor brands

Spontaneous awareness Prompted awareness McDonalds 44% Coca-Cola 40% Visa 37% Budweiser 32% Adidas 31% Nike 26% Gazprom 24% Emirates 22% Qatar Airways 21% Hyundai 21% Kia 19% Hisense 18% Pepsi 18% SONY 14% Wanda Group 12% Vivo 11% KFC 11% Official sponsor Virgin Group 10% American Express 9% Test sponsor for research Carling 8% Shell Global 8% Honda Motors 8% Russian Railways 4% Mengniu 4% *55+ at 30% are more likely than Oppo 3% younger age groups not to recall any Bitburger 3% sponsors Piraeus Bank 3% Bauhaus 3% Rostele 2% Alfa-Bank 2% * those interested in football are Check24 2% more likely to recall sponsors Alrosa 1% • Coca-Cola is the biggest winner in terms of sponsors – recalled by the majority in all markets apart from UK • In China local dairy giant, Mengniu, sees the highest recall

A4. Thinking about the FIFA World Cup 2018, which sponsors can you recall? 8 A5. And which of the following brands do you recall sponsoring the FIFA World Cup 2018? Base: all UK qualified respondents (n=673) Perception of sponsorship around the World Cup

• Although the majority feel the exposure to branding/sponsorship is about right a further 40% feel it is more than they would like • However, in terms of reputation the sponsorship is effective – even amongst those who believe there is too much, only 12% also believe that it damages the sponsors’ reputation

Feeling around the amount of sponsorship in the World Cup Opinion on brand reputation 1% believe there is too little * sponsorship/ branding  40% 53% feel that being linked to believe there is too much the World Cup improves the sponsorship/ branding reputation of a brand… 58% believe the amount of sponsorship/ branding is just * right … while only 6% feel that being linked to the World Cup The level of sponsorship in Russia seems optimal with 87% diminishes their reputation. stating they have it ‘just right’ UK (53%) and Germany (56%) are some way behind Understanding whether branding encourages Russia (72%) and particularly China (89%) in believing purchase of products/ services from sponsors sponsorship enhances a 68% * sponsor’s reputation

* 21% 11%

Yes No Unsure

A6. How do you feel about the amount of sponsorship around the World Cup? A7. In your opinion, how does being linked to the World Cup affect brand/ sponsor reputation? 9 A8. Has the branding around the 2018 World Cup encouraged you to buy products/ services from any of the tournament sponsors? Base: all UK qualified respondents (n=673) Level of enjoyment of the 2018 World Cup

• Very little low enjoyment cited and with 78% believing it was the best or one of the best world cups, the tournament appears to have been a success • Enjoyment is stronger amongst males than females and the belief that it was the best was more strong amongst 18- 34 than older age groups – however, this also means they have fewer world cups to compare against

Enjoyment level of the 2018 World Cup Comparisons to other World Cups 2% 3% Feel it was the worst World Have not watched * another World Cup NET: Enjoyable Cup they have seen

* 79% 16% 29% Feel it was not as good Feel this was the best as other World Cups World Cup they have Very enjoyable * ever seen * 39% *18-34 Enjoyable *

Neither/ Nor 40% *18-34 49% Unenjoyable Feel it was good but not the best * 16% * * 1%4% Very enjoyable Under-achieved: top 2 box enjoyment: 61% (top box 15%); one of best ever: 42%

Enjoyment and comparison influenced by performance: Over-achieved: top 2 box enjoyment: 93% (top box 63%); one of best ever: 91%

Perhaps most insightful: 93% enjoyment and 86% one of best ever: 86%

A9. Overall, how enjoyable did you find the 2018 World Cup? 10 A10. And how does it compare with any other World Cups you have seen? Base: all UK qualified respondents (n=673) TV coverage and pundit preference

• BBC is the clear winner for coverage and pundits with host Gary Lineker the favourite • Alan Shearer seems to divide opinion on age, being less popular with 18-34 year olds (27%) than 35-54 (38%) and 55+ (44%) Preferred UK broadcaster for World Cup coverage

47% 16% * 37%* Top 5 most enjoyed BBC pundits Both performed the same Top 5 most enjoyed ITV pundits

Gary Lineker 44% Ian Wright 31%

Alan Shearer 36% Gary Neville 17%

Rio Ferdinand 27% Roy Keane 17%

15% 15% Frank Lampard Ryan Giggs

11% 12% Danny Murphy Lee Dixon

* those interested in football are more likely to recall sponsors

A11. Overall, which UK broadcaster had the best World Cup coverage? 11 A12. And, over the course of the tournament, which footballer TV pundit did you enjoy watching the most? Base: all UK qualified respondents (n=673) Perception of the 2018 World Cup winner

The majority feel that France were deserved winners and this was consistent across sub-groups

Perceptions of France winning the World Cup

* 73% 13% believe France were believe France were not deserved champions deserved champions

12 A13. And finally, do you think the winner of the World Cup 2018 deserved to be champion? Base: all UK qualified respondents (n=673) Thank you.

July 2018

Lucia Juliano Arif Afzal Head of CPG & Retail Research Senior Research Executive [email protected] [email protected] +44 (0) 161 242 1371 +44 (0) 161 242 1387