Coke Named as World Cup Winner

18 September 2006

LONDON: Early analysis of soccer World Cup data claims the Coca-Cola brand was the biggest winner at this summer's Germany-hosted tournament.

Governing body FIFA's researcher, Sponsorship Intelligence, says the soft drinks behemoth was "the best recalled of all sponsors from the tournament".

Atlanta-headquartered Coke was one of the 2006 competition's 15 official FIFA 'partners', but has been teamed with the event since 1970.

Comments Sponsorship Intelligence MD Jamie Graham: "Coca-Cola has benefited from the equity it has built up in football over many decades."

The research also claims the World Cup attracts a larger number of women and younger fans, who might not fit the usual supporter profile.

Adds Graham: "Many are only interested in football when the big events, such as the World Cup, come around. So for sponsors the event delivers consumers that they would not get through domestic sponsorship."

In addition, research from suggests the this year's tournament is on course for profits of €1.1 billion ($1.39bn; £741bn), with the estimated €1bn cost of staging the event overtaken by sales of tickets, merchandising, sponsorship and media rights.

Data sourced from BBC Online; additional content by WARC staff