With so much focus lately on Wimbledon and the upcoming Summer Olympics in London, we thought we’d take a look at social media and its impact on another sporting event on the continent, namely, the Union of European Football Championship (UEFA) 2012.
UK-based Precise has researched how “brands can tap into the power of sport sponsorship” and found that network operator Orange had the third highest mentions on social media conversations relating to UEFA 2012, according to GoMo News. Adidas had the highest number of mentions on English language social media outlets at 29 percent followed by McDonald’s in second place at 17 percent. Carlsberg and Coca-Cola took the fourth and fifth place spots, respectively.
The most interesting statistic to come out of this research is that despite the growing use and popularity of social media, sponsors of UEFA EURO 2012 were mentioned less times in social media conversations then the sponsors of the 2010 FIFA World Cup.