UK: Coke wins Euro 2004
Coca-Cola has emerged as one of the sponsorship winners from Euro 2004. In a survey, published yesterday by Marketing Week magazine, Coke and McDonald's achieved greater awareness for their sponsorship of the tournament than the other six main official sponsors.
The poll, conducted in Britain by TNS Phonebus, found that both Coke and McDonald's had achieved a 16% awareness of their sponsorship - compared with just 3% for Japanese electronics groups Canon and JVC.
McDonald's and Coke also scored highest in advertising recognition, with 11% and 9% of respondents remembering their ads. JVC and Canon only scored 1%.
In Britain, Carling was among the companies incorrectly identified as sponsors.
Market analysts TNS reported that Carlsberg, which sponsored the tournament as well as the English team, more than doubled its UK Carlsberg lager sales in the week to 20 June.
A separate survey by researchers Ipsos confirmed the main findings of the TNS Phonebus poll, with 13% of respondents spontaneously associating Coke with Euro 2004 in May, compared with just 7% in April.
The main sponsors paid in excess of US$15 m for the privilege of being officially associated with the tournament.
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