Which sponsors won at the 2018 FIFA World Cup in Russia?
by Charlie Staerck – ESA
According to Adweek 1 and MPVindex, adidas was amongst the top performing brands at the World Cup. adidas generated almost 43 million engagements and over $63million in social value via its jersey logo and stadium signage largely thanks to Instagram, adding that the players themselves were the biggest promoters of the brand.
Drinks Activations
As ever, the tried and tested Man of the Match voting system ensured a high level of return for this time sponsor, Budweiser, spurred on by streamed interviews with each time Man of the Match.
Adweek incited product placement as a hard hitter for Powerade with coolers standing on the side-lines and athletes visibly consuming the product. This equated to $439,700 in social value for Powerade.
Whilst Coca-Cola’s The Trophy Tour community campaign, encompassed 61 global cities hosting photo opportunities with the trophy and music stars. Adweek concluded that Coca-Cola’s in-game shirt sponsorship and stadium graphics promoted over 5.5 million engagements and almost $6 million in social value.
1 Source: Adweek.com (and MPVindex.com)
Which brands received a warm reception at the 2018 Winter Olympics in Pyeongchang?
Tech companies
PR Week 2 reported that according to Brandwatch of all the brand social media mentions, Intel coined almost a third of the total, double that of any other of the Pyeongchang sponsors with its VR tech Experience the Moment campaign.
Whilst PR Week wrote that 14% were attributed to Samsung, utlilising and promoting their SmartSuit product contact which measures and ascertains the optimal crouch position in real time to assist the Dutch speed skating Winter Olympics team in their practice.
2 Source: prweek.com (and Brandwatch.com)
Sponsorship marketing campaigns and the 2019 ESA Awards
Both the World Cup and the Winter Olympics have proven 2018 to be a fantastic year for sponsorship partnerships and great sponsorship marketing campaigns deserve to be recognised. The best-in-class sponsorship activation and marketing campaigns spanning March 2017 – September 2018 are to be showcased at Europe’s prestigious 2019 ESA Awards, with the ceremony held in London on 28th February 2019.
Visit ESA Awards for details on how to enter and for the full list of entry categories. Watch last year’s ceremony video.
Purchase ESA Awards ceremony tickets.
Charlie Staerck
Marcomms and Events Manager
European Sponsorship Association (ESA)