FIFA Corruption Scandal Impacts World Cup Marketing Partners
June 13, 2014, Austin, TEXAS — The apparent disarray in Brazil, and the looming corruption scandal involving the Qatar bid for 2022 World Cup, has had outsized impact on FIFA 2014 Sponsors and Partners. This according to an analysis completed by the Global Language Monitor the first day of play in the beleaguered 2014 World Cup.
Overall, some 9.26 percent of mentions of the FIFA Partners and Sponsors are affiliated with ‘corruption’, ‘disarray’, or similar terms. When Partners and Sponsors are measured for these terms separately, Partners come in with a 9.2 percent brand-affiliated rate while Sponsors’ brand affiliation number came in at 9.3 percent. This means that overall both Sponsors and Partners are both implicated evenly. However, this is not the case on a brand-by-brand level. Overall brands had differing rates of affiliation. When measured by the Global Language Monitor’s Brand Affiliation Index (BAI), the individual brands comprising the FIFA World Cup Sponsors and Partners had significantly differing levels of ‘affiliation’. Overall, the average BAI of the partners was 166.7, while that of the sponsors was 28.7. The higher the BAI, the more closely a brand is linked to the corruption scandal.
The six World Cup 2014 Partners are ranked by their Brand Affiliation Index(BAI) when linked to 2014 World Cup and words like “corruption”. Their scores range from 279. to 50.86.
Here are the six World Cup Partners ranked in descending order of their BAI scores.
The eight World Cup 2014 Sponsors are ranked by their Brand Affiliation Index (BAI) when linked to 2014 World Cup and words like “corruption”. The scores range from 73.47 to 1.42.
- OI Telecommunications
- Moy Park
- Yingli Solar
- Continental Football
- Johnson & Johnson
- Castrol Motor Oil
There are a number of press reports detailing the efforts of some brands to downplay the effects on the scandal to their brand. When your brand could be sullied in fro of the 3.4 billion television viewers of World Cup 2014, their concerns, whether or not admitted, are serious and significant. The individual numbers are determined by Global Language Monitor’s (GLM) Brand Affiliation Index (BAI), a proprietary, longitudinal study that analyzes the global association between (and among) individual brands and their competitors or, in this case, the FIFA World Cup 2014. The value of World Cup sponsorship continues to rise, from $10 million for lessor arrangements to partnerships approaching $200 million, though these fees are dwarfed by Olympic partnerships, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad.