October 13th, 2022, Kineree Shah
Ahead of the FIFA World Cup 2022, YouGov dives into the attitudes of World Cup fans to help marketers target their campaigns more effectively. In this piece we look at the attitude of American FIFA World Cup followers towards select US soccer team sponsors. We define FIFA World Cup fans as consumers who say ‘this is my top interest’ or are ‘somewhat interested’ in it.
According to YouGov BrandIndex which tracks brand perception on a daily basis, three USA soccer team sponsors – Allstate, Chipotle and BioSteel – have registered substantial increases in their Buzz and Consideration score over the last 30 days (September 10 to October 9) in the American market. Within this timeframe, Allstate’s Buzz score grew by 4.7 points from 11.6% on September 19 to 16.3% on September 25 among American FIFA World Cup fans. The brand’s Consideration score peaked at 21.1% on September 26, up from 14.7% on September 11 – an increase of 6.4 percentage points.
A brand’s Buzz score is a net measure based on responses to two questions: “Over the past two weeks, which of the following brands have you heard something positive about?” and “Now which of the following brands have you heard something negative about?.” We create our Buzz metric by calculating the difference between these two scores. Consideration scores are calculated based on the question: “When you are in the market to purchase (product or service), from which of the following brands would you consider purchasing?”
In the last 30 days (Sept 10-Oct 9) Chipotle’s Buzz score peaked at 10.2% on October 5, up from 2.3% on September 22 (+7.9 points), while the brand’s Consideration score grew by 2.5 percentage points from 18.9% on September 11 to 21.4% on September 16 in the US among American FIFA fans.
Consideration for the official drinks sponsor of the US soccer team, BioSteel, grew by 3 percentage points from 2.1% on September 14 to 5.1% on October 9 in the US among World Cup fans. Over the same time duration, its Buzz score climbed up by 3.3 points from 2.1% on September 14 to 5.4% on October 9. In recent months, BioSteel has signed deals with many football athletes including Sergino Dest and Alphonso Davies among others.
In related news it might be worthwhile knowing in which market consumers are most interested in the FIFA World Cup, as well as how certain England men’s football sponsors are faring.
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Methodology
YouGov BrandIndex collects data on thousands of brands every day. A brand’s Buzz score is based on the question: “Over the past two weeks, which of the following video games have you heard something positive about?” and “Now which of the following video games have you heard something negative about?” and delivered as an OR net score between –100 and + 100. Scores are based on an average daily sample size of 12,553 US adults between September 10 and October 9, 2022. The figures are based on a two-week moving average. Learn more about BrandIndex.