Adidas most 'talked about' sponsor during UEFA Euro 2012
Research by Precise found that sports brand Adidas drove the most social media discussion of sponsorship during the group stages of UEFA Euro 2012.
Despite vast social media growth since 2010 – number of daily tweets has risen from 50 million in 2010 to 340 million in March 2012 – sponsors of Euro 2012 drove a lower volume of conversations compared to that of the sponsors of the 2010 FIFA World Cup.
Based on the analysis of all English-language social media during the group matches Adidas took a 29 per cent share of the daily discussion on social media about the sponsors.
James Withey, head of brand insight at Precise believes that “sponsors would benefit from better coordinating their offline and online marketing activities,” as those with a “strong focus” on offline activities to get people talking about them online appear to have more success.
He commented, “Social media use has exploded over the last two years, but that doesn’t necessarily mean people will discuss sponsor activities in ever-greater volumes.”
Precise’s research showed that the three brands generating the greatest volume of social media commentary in relation to the tournament were Adidas, McDonalds and Orange, but the nature of the mentions varied greatly across all three.