According to comprehensive market research conducted in 13 countries by Sponsorship Intelligence/Publicis, the FIFA World Cup is the most popular event worldwide that stands out amid a fast changing media landscape. The survey also found that there is a growing respect for the contribution made by sponsors, and that the event embodies a powerful, emotive brand with prized assets that touch all demographics.

Following are some key takeouts from the survey conducted in France, Germany, Italy, Spain, United Kingdom, Russia, Brazil, Mexico, United States, China, Japan, South Korea and South Africa after the 2006 FIFA World Cup ended in July:

  • top three most-cited FIFA World Cup brand values: "brings people together", "appeals to the young" and "is entertaining"
  • 83% of the 13-market sample tuned into one or more match for at least 30 minutes
  • top three most-cited TV viewing habits: "mostly watched with friends and family," "watched even if my national team was not playing," and "liked watching other players from other nations competing"
  • the majority of those surveyed believe only highly reputable companies are allowed to become sponsors
  • more than 70% appreciate that sponsors provide vital funds and support to help stage the event
  • for 40% of people, knowing a company is a sponsor of the FIFA World Cup improves consideration of the sponsor's brand
  • the use of FIFA brand assets, the logo and trophy, would attract the attention of 45% of people