There’s just a few days left before the biggest football championship starts – World Cup 2014. Host cities are seeing their billboards and stadiums getting covered with sponsors’ colors. A festival of sport and joy for millions of people around the globe is about to begin! However, it’s not pure enjoyment and leisure for everyone – for sponsors and advertising agencies, partners and official suppliers, it’s a period of fierce competition for the global audience’s attention.
It’s undeniable that there isn’t a single company out there who wouldn’t love to have an opportunity to get into the public eye by sponsoring such a huge event; however, I thought it would be interesting to find out which companies receive more attention than others and which brands and industries are more relevant for the target audiences of these sporting events.
My personal theory was that food, beverages and sports clothing would be the most relevant products for World Cup watchers, but is it fair to assume this, or is it just a false bias?
In order to prove, or disprove, this theory, I used SimilarWeb PRO, a competitive analysis tool that provides analytics about any website.
FIFA.com Website Analysis
In order to analyze the efficiency of the links, placed by sponsors on the championship’s web site, I used the “Outgoing Links“ feature to track the outgoing traffic of FIFA.com. The brands I tracked were those I found on the ‘Partners’ list on the FIFA website. Let’s see what FIFA’s audience found most interesting:
As the above figures show, my theory holds true only partially. Among expected leaders such as Coca-Cola, McDonalds and Adidas we also find the luxury watch manufacturer Hublot, car maker Hyundai-KIA and most surprisingly the solar panel manufacturer Yingli Solar! How unexpected is this?!
To test the consistency of these findings, I decided to run the same case study on two other big recent sporting events.
Sochi’s Winter Olympics 2014
UEFA Champions League 2014
As you can see, the results of these two sporting events are consistent with the one I ran on FIFA. What I found, by aggregating the data of all three events, gives us an interesting view of the most relevant products and services to advertise on such sporting events:
So, all in all, while my theory was partly correct, it would not be fair to say that relevant advertising should be composed solely from these obvious products. There’s still room for products and services from completely different areas of interest which are not directly, or even indirectly, related to sports.
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