adidas Captures 40% of World Cup Blog Mentions

July 30, 2010

Among major sponsors of the recently concluded World Cup soccer championship, adidas enjoyed a clear advantage in blog mentions, according to data from Sysomos.

adidas Takes More than 4 in 10 Blog Mentions
Using the query “company name” and “World Cup,” Sysomos determined that athletic equipment provider adidas captured 42.2% of blog activity during the tournament. Sony came in a distant second with 20.2% of blog mentions, and Coca-Cola placed third with 12.2% of mentions.


Interestingly, the two automakers on the list, Hyundai and Kia, held the bottom two places and combined for slightly less than 10% of blog mentions.

Hyundai, Kia Lead Positive Blog Sentiment
Another interesting aspect of Hyundai and Kia’s performance is that while they attracted the least total blog mentions, they also generated the most positive sentiment from bloggers. Hyundai in particular dominated all eight major sponsors in terms of rate of positive sentiment (69%), followed by Kia (54%).


Sysomos analysis indicates Hyundai seems to have benefited from its association with the Hyundai Best Young Player Award, which was won by 20-year-old German striker Thomas Muller. Muller also won the adidas Golden Boot as the World Cup’s top scorer. Hyundai also attracted a lot of attention for its television commercials, according to Sysomos.

The only other sponsor to generate more than 50% positive sentiment was Coca-Cola (51%). Sony and Emirates tied for lowest rate of positive sentiment (44%).

Visa Leads Negative Blog Sentiment
Although its positive sentiment rate was a respectable 50%, Visa generated the highest negative sentiment rate (20%). In addition to having the lowest rate of positive sentiment, Sony also had the lowest rate of negative sentiment (8%), barely beating out positive sentiment leader Hyundai (9%).

World Cup Draws US Viewers
As reported by MediaBuyerPlanner, the World Cup drew attention from TV viewers as well as bloggers, according to data from The Nielsen Company. An estimated 111.6 million US viewers watched at least six minutes of the 2010 World Cup on English or Spanish language networks. The figure is a 22% increase from the reach of 91.4 million US viewers during the 2006 World Cup.

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