MAIN FINDINGS OF SURVEY vUnprompted awareness of sponsor brands was highest for McDonald’s and Coca-Cola at 16 per cent, but dropped sharply to as low as two per cent for Canon and JVC. vMcDonald’s and Coca-Cola also scored most highly on the awareness of advertising around the tournament, although Adidas’s local sponsorship status failed to prevent Nike achieving a higher recall of its ads with a link to Euro 2004.


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