The most searched for World Cup brand is Qantas and others in the travel or fashion industry, however a report out July 7 by Marketing Week shows that World Cup sponsors fail to engage the public while Wimbledon boosts brand searches.
The Independent, 8th July 2010
Most of the official World Cup sponsors are failing to engage the public according to a report on July 7 by industry magazine Marketing Week.
During the week June 26-Jul 3, apart from car manufacturer Kia, all the other official sponsors of the World Cup have seen a decline in internet searches for their product, despite the high visibility of their logos at every game. The report states that rather than official sponsors the most popular searches are for individual brands sponsoring teams.
Between the week ending June 26 and July 3, ex World Cup sponsor Gillette, the razor and men’s grooming company, experienced a 20% rise insearches, even though it is not associated with this year’s tournament.
UK based household retailer and provider of the England team’s suits, Marks and Spencer, also saw an increase in searches, up 6.5% in the same period. Hertz car rental which are sponsoring UK tennis tournament Wimbledon, saw an 11.1% rise in searches during the same time period.
However while World Cup sponsors seen a decline in public interest, tennis brands are becoming increasingly popular. UK internet searches for tennis are up 177% from the week June 26-Jul 3 according to trend monitoring site Hitwise. Searches for tennis racquets have doubled year on year and the most searched for tennis racquets are Babolat and Wilson, Babolat being the racquet of choice for men’s winner Rafael Nadal and Wilson being used by women’s Serena Williams and men’s top seeded Roger Federer.
For the week ending July 3 the most searched for World Cup brands were
1. Australian airline Qantas
2. Grooming company Gillette
3. Car hire company Hertz
4. British airline Virgin Atlantic
=5. German Airline Lufthansa
=5. UK Household retaile