July 07, 2014 10:58
Hyundai and affiliate Kia gained the most brand exposure during scoring moments among the official partners of the 2014 World Cup.
Innocean, an ad agency and affiliate of Hyundai Motor, said, "Hyundai and Kia had been exposed 17 times as of Sunday night through pitch-side advertisements, the most among the official sponsors of the World Cup." Hyundai was seen nine times and Kia eight times.
Second place was shared by British industrial and automotive lubricants brand Castrol and German automobile parts maker Continental, which were seen 15 times each. Adidas and Emirates each had 14 exposures.
A goal-scoring moment is the most important time of a football match as it is replayed numerous times on TV and online. Thus, it offers the largest boost to advertisers. But it's up to chance to determine which brand appears during a key goal since advertisers can't predict when players will score.
"Football enjoys great popularity in Latin America and Europe, which are top markets that we are targeting," said a Hyundai spokesman. "So we have reached a deal with FIFA to be an official partner of the World Cup until 2022."
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