Germany wins the World Cup, Viewership and Sponsorships

The World Cup is over. My German friends are still  shouting "tooooooooooooor"with a pint in hand - and my Argentine friends are still feigning a smile... We now know that Benedict has a stronger link to the Big Guy than Francis.

I saw some interesting data just now on what percentage share of residents from different countries were watching broadcast final games of the World Cup.  I decided to compile the data into an easy format for comparison purposes.  All data is from here, here and here.

We can see that the Dutch and Germans have the highest percentage share of viewers.

% share of broadcast viewership for final games of World Cup by country

This relates to some World Cup sponsors that I've been tracking using Brand Mojo data.  The full video is here.  The biggest surge in ratio of lovers to haters of all Fifa World Cup brands was had by Adidas- and this was driven off of the European ratings.  If the German soccer team win did help to drive the German brand up, it may be wise for sponsors to negotiate the $70 million sponsorship based on success of their country-of-origin team.

The Financial Driver of Tiger Woods.

Researchers at University California Davis studied the impact of the Tiger scandal on shareholder value and concluded that the Tiger-endorsed brands collectively lost between $5 and $12 billion in the two weeks following the wake of the extramarital affairs. More specifically, share values (and market caps) of public companies endorsed by Tiger including Accenture, AT&T, Electronic Arts, P&G (Gillette), Nike, Pepsi (Gatorade) and TLC Laser Eye Centers fell over 2% of value with the news. I am not going to comment on the authors' methodology or if they normalized the stocks values over the two week period, but I will say that I tracked Nike's BrandMojo.org ratings over the same weeks following the scandal. Nike's overall average score decreased along with its overall ranking and the proportion of "1" ratings increased. Using the logic of Till and Shimp, the brand most closely related to the tarnished endorser will suffer the most- and this is precisely the case with Nike. A 4.5% drop in shareholder value and a changing image of it customers. Ouch. We'll see how long these drops last.