Media surge of Euro 2004 brands

The volume of articles in Europe’s media mentioning brands associated with Euro 2004 surged by 118 per cent compared to the previous European football championships four years ago, according to data unveiled exclusively to PRWeek.

The tournament, which climaxed on Sunday, saw McDonald’s, Coca-Cola and Carlsberg gain the most coverage in a press audit by research analysis company Reputation Intelligence that took in 750 news titles across Europe.

T-Mobile was fourth, with Hyundai, Mastercard and Canon lagging behind; the tournament’s IT partner BenQ scored 17 mentions.

But McDonald’s coverage was marred by obesity-linked flak over its funding of corporate hospitality for UK MPs at the tournament.

Of the brands that did not sponsor Euro 2004, but were still associated with the tournament by the media, Vodafone – which sponsors David Beckham –received the most references.

In contrast, Hyundai’s sponsorship of England player Frank Lampard, widely perceived to have put in more thrusting midfield displays than the England skipper, was referenced in the press just twice.

But overall, the 2002 World Cup delivered 50 per cent more press coverage for brands than Euro 2004.

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