The mobile research, conducted during the England vs USA game last Saturday, shows that 88% of respondents did not feel that their opinion of the official sponsors had changed as a result of their link to the World Cup. Only 8% claimed that sponsorship had a positive effect on their view of the brands, while 84% were no more likely to buy a brand in the future as a result of its sponsorship of the tournament.
There is also confusion over which brands are official sponsors. For example, 30% of consumers wrongly believe that Mastercard is a partner, compared with 37% for Visa, which is supporting the World Cup.
Nike benefits from a halo effect from the event despite its lack of official standing; 29% of respondents thought the brand was a World Cup sponsor.
Coke's sponsorship was the most-recognised (65% of respondents), while just 23% were aware of airline Emirates' involvement.