Jin Bo
Jun 28, 2010

Adidas reigns as top sponsor among Chinese World Cup fans

SHANGHAI – Adidas, Coca-Cola, Visa and Sony are the most recognised World Cup sponsors among Chinese fans, according to a survey by TNS Research International.

Adidas reigns as top sponsor among Chinese World Cup fans

The survey, held between June 16 and 22, finds that more and more people are watching the World Cup online and using social media to interact with others.

Despite China’s absence from the soccer championship, the country seems to be in a strong grip of World Cup fever, with nearly three out of four of adults expressing a strong interest in following what is happening, and 13 per cent describing themselves to be “crazy about the event”. 

As much as 28 per cent of people interviewed predict that Brazil and Argentina will march on to the final, while another 15 per cent believe it will be Brazil playing against Germany.

Favourite stars for this year are Lionel Messi of Argentina, Kaka of Brazil and Christiano Ronald of Portugal. England’s Beckham and Brazil’s Ronaldo, who are not taking part in this year’s World Cup, are still mentioned by 10 per cent and 9 per cent of Chinese as their favourites.

The survey also finds TV remains the major way for people to watch the games, with 77 per cent of people saying they have watched at least one World Cup match on TV. However, as much as 49 per cent of people report that they are also watching the games on their computers.

The survey also reveals that Adidas is the most recognised World Cup sponsor among Chinese fans, with 72 per cent of people knowing the brand.

A total of 65 per cent recognise Coca-Cola, followed closely by Visa and Sony with awareness of 61 per cent and 58 per cent, respectively. McDonald's, ranking fifth among all the sponsors, has been identified by 47 per cent of Chinese consumers.

Solar energy company Yingli Group, the first ever Chinese brand to sponsor the world event, has become familiar to 20 per cent of the World Cup's audience in the mainland.


Campaign China

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