WORLD CUP: Kia Motors Overtakes Nike as Top Sponsor on Facebook, Twitter


2014FIFAWorldCupBrasil650Germany edged Argentina to win the soccer portion of 2014 FIFA World Cup Brazil, and according to social marketing and analytics platform Engagor, Kia Motors came from behind to edge Nike in the battle for brand mentions among World Cup sponsors.

Engagor said that during the duration of the tournament, from June 12 through July 13, the World Cup’s sponsors totaled 12.3 mentions on Facebook and Twitter, with 1.3 million of those going to the Korean automaker, and 652,000 to the athletic gear manufacturer.

Other findings by Engagor included:

  • Pepsi had the highest volume of positive sentiment, at 50 percent, while Volkswagen had the highest volume of negative mentions, at 21 percent.
  • The top languages were English, Spanish, Arabic, Portuguese, Italian and Japanese.
  • Globally, 83 percent of mentions came from males and 17 percent from females, but in the U.S., 60 percent came from males and 41 percent from females.

Sponsor mentions totaled, according to Engagor:

  1. Kia Motors, 1.3 million
  2. Nike, 652,000
  3. Emirates, 573,000
  4. Adidas, 419,000
  5. Coca-Cola, 441,000
  6. Volkswagen, 334,000
  7. Hyundai, 143,000
  8. Sony, 111,000
  9. Budweiser, 86,000
  10. MillerCoors, 57,000
  11. Pepsi, 52,000
  12. Visa, 40,000
  13. Continental, 23,000

Readers: Did any of Engagor’s findings surprise you?