DIARY: Man Utd and Vodafone top 'inadvertent' cover

A picture, the old cliche has it, speaks a thousand words.

Sponsorship PROs will no doubt welcome research this week from PR agency

Propeller Direction.

The firm scoured national newspapers during April and May to establish

how much picture coverage major brands received in the news sections


Unsurprisingly, sports sponsors came up trumps, with Manchester United

and England cricket shirt sponsor Vodafone at the top of the pile.

Propeller marketing director Marilyn Wicks attributes the success of the

mobile phone brand to the coverage gained from impostor Karl Power's

appearance on the pitch with the team during last season's Champions


The Top 10 is predominantly sports and alcohol based, with Nike, Adidas,

Carlsberg and Strongbow completing the Top 5 - all of which were

associated with British entrants in European football contests.

Wicks agrees that 'in season there will be a lot more coverage'. But she

insists there is a lot to be said for branded clothing. 'From what we've

seen, even people casually wearing an item can get a brand like Nike


The agency intends to repeat the experiment on a quarterly basis. One

suspects that during football's close season the results may not be so

spectacular for the sports brands.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in