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Survey: Americans Ignorant of World Cup Sponsors, Event
The estimated $420 million spent by U.S.-based advertisers in sponsorships for the 2006 Soccer World Cup may be in vain, as a majority of Americans are reportedly unaware of the sponsors or where and when the tournament will take place, according to survey results released Tuesday by Global Market Insite, MediaPost writes.
The survey found that of 1,000 American respondents, only 11 percent plan to watch the World Cup and only 44 percent knew it would take place in Germany. Over 50 percent of respondents said they either “didn’t know” the official sponsor of the games, or incorrectly identified them. Most U.S. fans selected Adidas (27 percent) from a list of international brands, followed by Nike (25 percent) - which isn’t even an official sponsor of the games.