Fashion

Umbro Leads the Charge With World Cup-Related Social Media Engagement per Dollar

SOCCER’S CLEAN SHEET: There may be only two teams ready to battle Sunday for this year’s World Cup but a handful of brands are still fighting for engagement per dollar.
With 3.4 billion fans tuning in to catch some of the tournament in Russia, there is a lot at stake for athletic companies. Adidas is one of the event’s seven leading sponsors, but Nike’s Swoosh will be all over the field during Sunday’s finals. The Portland, Ore.-based company suits up the French and Croatian teams. Its leading rival will be well-represented with every kick, though, since its vector is stamped on the official match ball and other equipment.
What kind of weight World Cup sponsorship dollars have in terms of engagement per dollar is the focus of a report by Talkwalker. Drawing from social analytics and visual analytics, the company is trying to relay a better sense of how sports brands are perceived via social media. With 4.7 million engagements per dollar, Umbro is leading the field, according to Talkwalker. In terms of other brands, Adidas has shelled out $311 million per year, or $850,000 a day. As the sponsor of the Golden Boot, the Golden Ball and the Golden Glove, the

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