Only 1% of Brits say they're more likely to use brands sponsoring the World Cup

By John McCarthy | Media editor



Fifa World Cup article

May 11, 2018 | 3 min read

Oath has studied the viewing habits of World Cup fans to deliver ad insight to its clients, and in doing so, it learned about brand recognition levels in the UK - and a staggeringly low purchase intent.

In February, 7,294 respondents from UK, France, Brazil, Denmark, Germany, Sweden, Italy and Spain gave their views on sponsors. For Coca-Cola retention levels were at 45%, at McDonalds it was 41%, Adidas (33%), Visa (31%) and Budweiser (27%).

Brazilians were found to be the most passionate fans, but they were also the most brand-friendly. 35% said they would be much more interested in using a brand that sponsors the World Cup tournament, in the UK, this figure slips to just 1%

Three Lions

UK citizens least likely to be swayed by World Cup sponsors

Furthermore, one in four (26%) people in the UK said they would not support any other team in the football tournament should their team leave the contest. Stepping aside from the data, Scots have a habit of supporting any team playing England. It was the subject of a Paddy Power ad at Euro 2016.

The study also uncapped consumption habits. Three in four (75%) viewers will be watching at home on TV, as opposed to just 1% on mobile, However, nearly one in four (23%) will leverage smartphones as part of a multi-screen experience.

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On the features fans expect, 33% wanted on-demand replays, 18% were keen on 360° virtual reality stadium tours, and 15% wanted to see tabletop AR football.

Stuart Flint, vice president EMEA at Oath, said: “Brands only have a small window where they can grab consumers’ attention while games are on, so they need to look beyond matches and engage fans seeking out supplementary information including stats, replays and interactive experiences.

"While some British fans will switch off from TV once their team is out of the running, they’re still likely to be keeping tabs on contextually relevant content throughout the competition.”

37% in the UK claimed they won't be engaged in World Cup tournament until the first game kicks off.


Content created with:

Oath Inc. is a subsidiary of Verizon Communications that serves as the umbrella company of its digital content subdivisions, including AOL and Yahoo!. Verizon acquired AOL on June 23, 2015, and Yahoo!'s operating business on June 13, 2017. Following the completion of the Yahoo! sale and merger under Oath, AOL and Yahoo! maintain their respective brands.

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