MarketingProfs

MediaBuyerPlanner: Adidas had the most overall brand exposure during the 2006 World Cup final between Italy and France, garnering over 1.2 billion impressions among adults 25-54, according to Nielsen Sports.
Adidas was also the clear winner in apparel sponsorship, due to its recognizable logo seen on the uniforms throughout the game. Nearly 30 percent of the exposures to the adidas brand were generated from its logo appearing on the jerseys and shorts worn by French players, and on the referees’ uniforms. In fact, despite not being worn by the winning team, adidas was able to achieve 83 percent of the 426 million apparel-related exposures throughout the match.
How Adidas did it:
- Logo size was a key factor in adidas’ high impression total – adidas’ logo is large and easy to see on-camera.
- In addition to measuring the adidas logo on the front of the jersey, Nielsen’s Sponsorship Scorecard also recorded adidas’ familiar three stripes, which were prominent on the sleeves of French team shirts
- The adidas logo also appeared on the uniforms of the World Cup referees, whereas Puma-sponsored apparel was worn only by Italy’s players.
- The much talked about “head butt” by France’s star player Zinedine Zidane, was shown repeatedly.