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.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Queenstown set to celebrate the best of advertising

  • Event
  • July 20, 2018
  • StopPress Team
Queenstown set to celebrate the best of advertising

Queenstown Rotary Club hopes to change the perception that advertising means annoying sales pitchy commercials at the Australasian premiere of Night of the AdEaters.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit