ADIDAS
Wave 6 - February 2022
KEY INSIGHTS ADIDAS
85%
of those who are aware of FIFA competitions recognize adidas as a sponsor of the FIFA World Cup™ when prompted. This score ranks 2nd across FIFA Commercial Affiliates.
78%
Opinion of the brand is stronger amongst those aware of the sponsorship – 78% claim they intend to purchase adidas in the future, compared to 56% in the unaware group.
27%
of adults globally select adidas as their preferred sports equipment/clothing company, the joint highest score we have seen across the research programme.
55%
Over half of FIFA World Cup™ fans agree that companies engaging with sponsorship show that they are socially responsible.
SPONSORSHIP AWARENESS
Adidas enjoy one of the strongest associations to the FIFA World Cup™ across affiliates – 18% recall at a spontaneous level and 85% when prompted. These scores have trended at a consistently high level since Wave 1, supporting the assertion the brand is closely associated to the property. All scores are similar to the total level when reviewing the different demographic segments, suggesting the sponsorship is successful in reaching a broad audience.
Over half of the markets surveyed (17/28) report a prompted awareness figure higher than the global total suggesting that as well as reaching a broad demographic audience, the sponsorships achieves a strong cut through across different regions. The markets with the lowest scores (China 71% - USA 75%) still reflect a strong level of sponsorship awareness.
Prompted & Spontaneous Awareness – Official Partners
Q16. In the boxes provided, please write in the names of companies or brands that you think sponsor the Football World Cup.
Q17. You will now be shown some companies which may or may not sponsor FIFA World Cup™. For each company, please the appropriate pile according to whether you think they are a FIFA World Cup™ sponsor or not. If you have not heard of the company before, then please the “Not heard of the company” pile.
Sample: Q16: All Adults Aware of FIFA Competitions: 20,679, Q17: Ask all Aware of FIFA Competitions: 24,203
Prompted & Spontaneous Awareness – Official Partners
Q16. In the boxes provided, please write in the names of companies or brands that you think sponsor the Football World Cup.
Q17. You will now be shown some companies which may or may not sponsor FIFA World Cup™. For each company, please the appropriate pile according to whether you think they are a FIFA World Cup™ sponsor or not. If you have not heard of the company before, then please the “Not heard of the company” pile.
Sample: Q16: All Adults Aware of FIFA Competitions: 20,679, Q17: Ask all Aware of FIFA Competitions: 24,203
SPONSORSHIP IMPACT
As we have seen in previous waves, the FIFA World Cup™ sponsorship is having a positive impact on the brand perceptions of adidas. Those aware of the partnership report a higher brand appeal (79% top-4-box agreement) as well as a higher future purchase intention of adidas (78% top-4-box agreement), compared to those unaware of the partnership – both extremely high scores.
Adidas is the second-best performing sports company across the brand statements to Nike, both brands here are distinguished from Under Armour and Puma in 3rd and 4th. The gap between adidas and Nike has shortened for the second wave in succession across all statements, now reporting roughly equal levels of agreement on 2/3 statements – a positive story for the brand.
