After chugging along with daily games for the first two weeks, World Cup matches have become more infrequent during week three, as fewer teams remain in the competition. Consequently, brands have not been able to maintain their initial buzz scores, according to market research firm YouGov’s BrandIndex report.
When it comes to World Cup buzz, Nike — though not an official sponsor — continues its dominance as the only brand in the top five across the markets monitored by YouGov. That said, the company’s scores have continued to decline in the U.S., dropping to the same level as arch-rival Adidas, which is sponsoring the tournament.
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