Only 36% of American adults can correctly identify at least one official sponsor for the World Cup, with men significantly more able to do so than women (44% vs. 29%),according to results from a YouGov survey conducted earlier this week (June 23-24). As with other research surrounding major sporting events, the survey found a significant percentage of respondents incorrectly identifying some brands as official sponsors. Indeed, respondents were as likely to incorrectly identify Nike as they were to correctly identify Adidas (16% each).
The highest rates of correct sponsor identification were for Coca Cola (21%) and McDonalds (19%).
The study also found that Hispanics are more than twice as likely as the average American to say they’re interested in the World Cup (68% vs. 31%), while being 44% more likely to be correctly identify a sponsor (52% vs. 36%). Read the rest at MarketingCharts.