A Coca Cola was elected the most remembered brand in event sponsorships in Brazil, according to a survey that analyzed Brazilians’ knowledge, participation intention and relationship with shows, traditional parties and events, in addition to their impressions of the sponsoring companies.
The study was conducted by QualiBest, an institute specializing in online research, whose clients include Kellogg’s, Assaí, Decathlon, Sanofi, Unilever and Vivara. Carried out between February 19 and March 18, 2024, the survey involved 3,120 Brazilians aged 16 or over, using an online questionnaire.
One of the main highlights is the brand sponsorship reminder. The study reveals that 65% of respondents notice brands that sponsor events, with Coca-Cola (70%) being the most remembered brand, followed by Heineken (61%), Brahma (61%), Vivo (59%) and Itaú (58%). The marketing actions that stand out most include interactive spaces and boxes at events.
According to the QualiBest Institute, 53% of survey participants consider that sports in Brazil are the most relevant events for a brand to support. Familiarity with this type of sponsorship justifies this result, but it is also necessary to invest in other forms of cultural expression, especially if the company wants to reach different audiences.
“The results demonstrate the strong connection Brazilians have with cultural and sporting events, highlighting the importance of sponsoring brands being associated with these experiences. Investing in sponsorships in folk festivals, sports and music festivals is a strategy for brands that want to connect with Brazilian culture and its consumers”, highlights Fábia Silveira, Research Manager at QualiBest.
Regarding events, the São João festival is among the most attended events by Brazilians. Check the ranking:
- National music shows (35%)
- Festivities of Saint John (34%)
- Carnaval (27%)
- Sporting events (24%)
- Religious festivals (19%).
Streaming and TV also play a significant role in event consumption. National music shows and sporting events are the most watched, followed by international shows and Carnival.
*With information from Exame/Disclosure/Coca-Cola
Follow Adnews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
