Sponsor spotlight: Assessing brand engagement in the FIFA Women’s World Cup 2023
August 22nd, 2023, Kineree Shah

Sponsor spotlight: Assessing brand engagement in the FIFA Women’s World Cup 2023

As the dust settles on the FIFA Women’s World Cup 2023, with Spain clinching the championship title against England, we delve into the impact that the official sponsors of the event were able to make.

YouGov BrandIndex data reveals that Coca-Cola, Booking.com, McDonald’s, and adidas witnessed significant boosts in their Consideration scores in a period featuring a 10-day lead into the event until its completion. For our analysis, we define soccer enthusiasts as those who express they are “really passionate about women’s football and the FIFA Women’s World Cup.”

Riding the wave of the marquee event with its 'Growing Belief' campaign, Coca-Cola highlighted the stories of Team Coca-Cola players Ellie Carpenter and Katie Bowen. Metrics from YouGov BrandIndex show Coca-Cola's Consideration score among FIFA Women’s World Cup fans rising by a substantial 17.6 points during the tournament span.

Booking.com‘s strategic positioning as the official travel partner of the FIFA Women’s World Cup 2023 yielded a 5.2-point boost in Consideration scores. In a similar vein, McDonald’s saw its Consideration score increase by 4.3 points.

Finally, adidas gained a 2.5-point bump in Consideration scores among American FIFA Women’s World Cup fans. Their ‘Play Until They Can’t Look Away’ campaign seamlessly blends football’s heritage with today’s icons and featured a cameo from Jenna Ortega. While the brand isn’t the official kit provider of the USWNT, fans would’ve noticed the presence of the three stripes on a variety of other teams, including eventual tournament winner Spain.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Consideration score is based on the question: When you are in the market next to make a purchase, which brands would you consider? and delivered as a percentage. Scores are based on an average daily sample size of 100 US adults between June 3 to August 20, 2023. The figures are based on a two-week moving average. Learn more about BrandIndex.