In the first two weeks of May, less than 5% of 600 respondents associated official sponsor Coca-Cola with the tournament, down from 14.5% on the same period four years ago. The rating for Carlsberg, which calculates its UK sales will be down by £15m due to England's absence, has fallen from 5.5% in 2004 to 1.5% in 2008. McDonald's awareness levels have also slumped, from 4.3% to 0.8%.
Of the official sponsors, only Adidas is improving on its 2004 performance - 3.3% associated the brand with the tournament, compared with 1.8% in 2004. The survey found that official sponsors Castrol, Kia, Hyundai, JVC, Canon and Continental had failed to achieve
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awareness of their sponsorship links to Euro 2008, but several non-sponsor brands, including Nike, Heineken and O2 were nonetheless perceived to have ties to the event.
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