The latest poll by global reputation auditors Echo Research shows that the British public are uncertain which companies are sponsoring the tournament.

People are also sceptical about sponsors' motives, believing they are driven more by hard-nosed targets, such as getting on television or selling more product, than because they are committed to football, health and wellbeing or South Africa and its people.

Echo's Group CEO, Sandra Macleod, remarked "these findings show that, as the tournament gets underway, sponsors have much work to do to raise awareness of their role in the World Cup, and to convince the British public that they are motivated by a genuine concern for the host nation and for football and its supporters, as much as by commercial gains. Should confusion in these areas continue as the World Cup unfolds, sponsors will not realize the brand and reputation benefits that sponsorship should bring".

CONFUSION OVER WORLD CUP SPONSORS
Conducted the day before the FIFA World Cup opening ceremony on 11 June, the 1,005 adults polled across Great Britain struggled to correctly identify eight World Cup sponsors and partners (Coca-Cola, McDonald's, adidas, Sony, Visa, Budweiser, Emirates and Hyundai) from a list of well-known brands. Coca-Cola was the only company to be correctly identified as a sponsor by more than half of those polled (57%) and Hyundai by the least (10%).
Nike was incorrectly identified as an official sponsor by 30% of those polled - more than identified adidas, an actual sponsor (29%). Carlsberg was also incorrectly identified as a sponsor by 23%, not far behind the 28% identifying actual sponsor Budweiser.

SPONSORS' MOTIVES
When asked to select reasons why a company would sponsor the World Cup, 81% agreed it was "to get their company name or logo on TV" and 50% "to sell more of their products within South Africa".
Only 13% agreed it was "because they care about football and its supporters"; 9% "because they care about issues of health, fitness and wellbeing" and 7% "because they care about South Africa and its people".
METHODOLOGY
Internet Omnibus survey of 1005 GB adults aged 16-64 weighted to represent the adult population, conducted 9-10 June 2010. A final end of World Cup survey will be conducted on 13 July 2010 to note any changes in perceptions.

BACKGROUND ON ECHO
Based in London, Paris, New York and Singapore, Echo Research provides independent reputation analysis through media content and stakeholder studies for FTSE and Fortune 100 organisations, the public sector and not-for-profits. Winners of some 75 industry awards for excellence in research, Echo has provided research and counsel for corporate sports sponsorship to Barclays Bank, Barclaycard, Lloyds Banking Group and JPMorgan Chase, among others.