World Cup Sponsors Unnoticeable Online
World Cup sponsors are failing to associate their brands with the football tournament online according to research.
Brands including Coca-Cola, Sony and Adidas have paid millions to be coupled with FIFA’s tournament in South Africa this year but are failing to exploit this on the internet.
The report, by agency Tamar, said that the key sponsors were not linking their partnership with key online search terms and phrases, such as ‘world cup 2010’ and ‘soccer world cup’.
The brands examined by Tamar were Adidas, Hyundai, Coca-Cola, Emirates and Sony and the research showed they are also failing to use exclusive FIFA terms online.
Neil Jackson, search strategy director at Tamar said: ‘These companies all have the potential to use liberally the trademarked FIFA World Cup terminology. There is a huge volume of traffic surrounding these terms with massive spikes coming up in the near future.’
When users search for World Cup based material online the brand names are not appearing anywhere near the top of the search engine and results for Coca-Cola, Hyundai and Sony’s links to the tournament are ‘currently non-existent’.
