Euro 2016 Sponsor Showdown

Euro 2016 Sponsor Showdown
Ranking the Top Sponsors at Euro 2016
using Social Listening
talkwalker ©
April 2016
Sports and Sponsorship
Introduction
40 billion dollars will be spent on sports sponsorship in 2016. Major events like Euro 2016 and the
Olympics are dependent on the millions spent by corporate sponsors to keep going. But what is
the value of this sponsorship for brands and events alike when it comes to social media and online
presence?
Using Talkwalker’s new image recognition capabilities, we’ve analyzed the prevalence of sponsor
logos in Euro 2016 related posts, as well as the number of text-based sponsor mentions to get a
clearer picture of the effect of corporate sponsorship on major sports events.
The following study reveals:
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Coca-Cola have more logo visibility than the rest of the Euro 2016 sponsors combined
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Adidas and Carlsberg received over 2.5k Euro 2016 related mentions every day
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Stadium advertising is as important for visibility on social & online as it is for traditional media
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Non-official sponsors like Nike and Heineken succeeded in attaching their brand to Euro 2016
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Our study was based on data collected using the
Talkwalker social listening platform between June 10
and July 3, 2016. Results were gathered across 150
million websites and 10 social networks. Sponsor logos
were tracked using Talkwalker's proprietary image
recognition technology.
The Report
Top Euro 2016 Sponsors
ranked according to logo
visibility and text mentions
320,000 results
tracked using social listening technology for both images
and text-based mentions
5 Best Practices
based on trends identified in the data
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Our work there (FC Barcelona) told us that social
media is the next great frontier for sports
sponsorships. But sports rights holders need to
understand their social media value, and sponsors
need to know what they want from it.
Rob Mason
Managing Director of IMG Consulting - in The Telegraph
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Euro 2016 Sponsor Ranking
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Visual Ranking: Coca-Cola and
Continental Steal the Show
Chart below shows the number of times the logos of sponsors have appeared in posts on
social media and online during the Euro 2016 championships.
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Coca-Cola lead the way with over double the visibility of 2nd place Continental.
The most shared posts featured brand logos on advertising billboards.
Heineken are in the top 5 most visible despite not being an official sponsor.
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Text Ranking: Carlsberg and
Adidas Win Battle of Words
Chart below shows the number of times sponsors have been mentioned in text in posts
on social media and online during the Euro 2016 championships.
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Adidas and Carlsberg top the list, averaging over 2500 mentions per day.
Orange's sponsorship of the Eiffel Tower gave a big boost to visibility.
Nike are at number 4 despite not being an official Euro 2016 sponsor.
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5 Key Elements for
Boosting Brand Visibility
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#1: Stadium Advertising
- Advertising billboards had the
largest impact for online brand
visibility, especially for Coca-Cola
and Continental.
- Even training ground
advertising is important as high
profile players took to Instagram
to share “behind the scenes”
shots during training sessions.
- More traditional advertising
methods like billboards still have
great reach online as they form
the backdrop of iconic images.
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#2: Smart Product Design
- Coca-Cola’s special Euro 2016
design cans helped to prompt
the creation of user-generated
content.
- Heineken managed to muscle
in on Euro 2016 despite not
being a top sponsor with their
country themed bottles.
- User-generated content thrives
on appealing images and CocaCola and Heineken both used
good design to great effect.
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#3: Quality Branded Content
- Quality branded content with
clearly visible brand logos helped
Carlsberg and Adidas reach a
global audience.
- Carlsberg created special draw
graphics for a major Japanese
football website helping them
extend reach beyond European
markets.
- Adidas’ videos were shared and
viewed tens of thousands of
times and featured some of the
biggest stars of this year's
championships.
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#4: Player Power
- Adidas had much success with their
sponsorship of the German national
team, with players such as Mesut Ozil
very active on social.
- Adidas' rivals Nike made their
presence felt - despite not being a
sponsor - on the back of superstars like
Cristiano Ronaldo.
- Players at the highest level have far
greater reach and crucially,
engagement than many brands and
teams.
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#5: Think Beyond the Stadium
- Orange's sponsorship campaign
included lighting up the Eiffel
Tower in the colors of the team
that had received the most
hashtag mentions over the course
of the day.
- Posts from the City of Paris and
Eiffel Towers' official accounts
helped the campaign engage nonfootball fans.
- By involving fans from every
nation, a national symbol and
social media, Orange were able to
reach thousands with each post.
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Conclusion
Conclusion
Online and social media help sponsors of major sporting and cultural events
reach a wider audience than ever before. But to get the most value from
sponsorship activity, companies need to use social data to plan, measure
and analyze their strategies.
The relentless pace of innovation in marketing, advertising and social media
means that companies need to be able to constantly track performance or
risk using outdated methods and getting less value for money. Advanced
social media analytics tools help companies to do this with a level of
precision, insight and speed that traditional monitoring methods just
cannot match.
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Why Sponsors Need Social Listening
for Images and Text
Companies can use Social Listening to:
- Compare brand visibility and reach with competitors
- Set performance targets based on complete social data sets
- Determine sponsorship ROI by correlating social data with financial data
- Identify best practices and refine strategy with real-time analysis
To get more information, contact Talkwalker today.
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Get in touch
[email protected]
Talkwalker Americas: +1 646 712 9441
@talkwalker
Talkwalker EMEA: +352 20 33 35 3 43
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