Nike leads social media buzz in World Cup run-up
Despite not sponsoring the World Cup, Nike has taken an early lead in the social media buzz battle, ahead of bitter rivals and official FIFA partner Adidas.
The findings are the first of a series of social media reports that monitoring firm Meltwater Buzz will be running throughout the World Cup in South Africa.
The first instalment tracks the social media share of voice for key brands in the context of the World Cup, by analysing 200 million online sources. It found that Nike was mentioned in 26 per cent of these conversations, ahead of Adidas at 20 per cent.
Other FIFA partners and World Cup sponsors fared even worse than Adidas. Sony scored just 11 per cent, while Coca-Cola, Visa, McDonald’s and Budweiser all registered just single-digit percentages.
Adidas has spent $350m to sponsor the FIFA World Cup in 2010 and 2014. Nike, meanwhile, recently released a highly-rated three-minute TV ad called ‘Write the Future’, featuring the brand’s stable of football endorsers, including Wayne Rooney, Cristiano Ronaldo and Didier Drogba.
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