Adidas, Coke score with World Cup in China

29 June 2010

SHANGHAI: Adidas, Coca-Cola and Visa are the brands which have yielded the greatest benefits from their sponsorship of the World Cup among consumers in China thus far.

TNS Research International conducted a survey of its panel in the country from June 16-22, and found that more than 70% of contributors were following the global football tournament.

A further 13% described themselves as being "crazy about the World Cup", despite the fact China did not qualify for the competition.

Overall, Adidas, the German sportswear group, was the official partner with the highest levels of recognition with the event, on a score of 72%.

Coca-Cola, the soft drinks giant, was in second place on 65%, ahead of Visa, the financial services provider, on 61%, and Sony, the electronics manufacturer, on 58%.

McDonald's, the fast-food restaurant chain, claimed fifth spot, having been identified with the World Cup by 47% of respondents.

Yingli Group, the solar energy firm and the first Chinese corporation ever to sponsor this major sporting occasion, delivered a figure of 20%.

The study also revealed that television remained pre-eminent when it came to watching football, with 77% of people saying they had watched at least one match via the medium.

However, some 49% added they were viewing games on their computers, while many were also utilising social media to connect with other fans.

David Beckham, the English football star, was still considered to be a sporting icon to 10% of Chinese football fans, although he did not play for his national side due to injury.

Data sourced from; additional content by Warc staff