Moy Park Chicken has indicated the value of its sponsorship association with the FIFA World Cup this summer by revealing that sales had increased globally by 15% in the May to July period.
That is the time the brand was front and centre stage in World Cup stadia as a result of parent company Marfrig’s corporate sponsorship of the tournament.
It was right up there alongside brands like Adidas, McDonalds and Budweiser and interim results from the company revealed that it had a serious impact on sales.
The cost of the sponsorship is not so readily accessible and the fact that Marfrig has debts of $2.4 Billion suggest that it might not have been light but the success for the individual Moy Park brand is a clear indicator of the power of association with sport and the impact it can have on consumer behaviour.
Moy Park is Northern Ireland’s largest private sector employer and recently announced plans to increase its workforce in Dungannon, Ballymena and Craigavon by over 600. It currently employs 11,500 people across the North, Britain and Europe.
It’s total annual sales last year were worth €1.4 billion and it raised over €200 million in funding for investment during the course of the last six months.
