Major events always provide a snapshot of how the public are engaging with sponsors and in which media. The amount of analysis that goes in to these global gatherings always produce findings that shift the ways in which sports marketing practitioners pitch their goods.
The Winter Olympics in Sochi will be small compared to the FIFA World Cup but they have provided a final ‘playbook’ on how some of the larger campaigns are likely to activate around Rio.
The infographic below from Engagor reveals analysis of over 335,000 sponsor mentions across social media as well as the split between mobile and desktop.
Of particular interest is the lessons which Visa learned from the London Games of 2012. Then they took a hammering in social over problems associated with the perception around their control of payments at the venues.
This time around they emerged as the leading brand by mention but most importantly they had a 96% positive score in terms of sentiment.
Interesting also that Twitter scores higher than Facebook when it comes to social engagement. The battle between these two, as well as the giant that is Google, and others is one that will fascinate over the course of the next 12 months and beyond as they search for ways to attract more of the sports marketing budgets that are spent on major event activation.
