Nielsen data shows Heineken on top of RWC sponsorship pile, but All Blacks supporters high up the list

  • Brand
  • November 14, 2011
  • Ben Fahy
Nielsen data shows Heineken on top of RWC sponsorship pile, but All Blacks supporters high up the list

There's been a lot of chatter about the benefits of sponsorship and the threat of ambush marketing over the past few months. Some believed the All Blacks were a more valuable property to be associated with, others believed the Rugby World Cup was worth the sizable investment. So we were interested to see this Nielsen data showing which brands the hoi polloi perceived as sponsors of the event in June and then again in October. 

Of the official sponsors, Heineken was the brand most people associated with the tournament, up to 52 percent from just 20 percent in the first survey in June. ANZ was next (and also had a big gain from June), and MasterCard was third. Broadcast sponsors Bunnings and Telecom (which also sponsors the All Blacks) were surprisingly high up the list and well ahead of official sponsors like DHL, Coca-Cola, Brancott Estate, Emirates, Blackberry, Landrover and Societe Generale.

All Blacks sponsors Adidas will be pretty happy with second place on the list given it has no association with the tournament, as will fellow All Blacks supporters Air New Zealand, which didn't seem particularly vocal about its support during the tournament but still managed to come in 6th. Despite a campaign closely linked with the All Blacks' performance at the tournament over the years, Steinlager was back in 15th.

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Riding the wave of social conversations

  • Opinion
  • March 29, 2017
  • Antony Ede
Riding the wave of social conversations

Brands are just coming of age in the new collaborative economy. Like any teenager though, a lot of their actions at the moment are a bit awkward. Most of us learnt at some point that joining in on an existing conversation is much easier than starting your own by shouting until you get someone to pay attention. But to join in and be heard means being relevant and on code, and of course the ‘on code’ bit is what brands need to work out because it is constantly changing.

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