As the ICC Men’s T20 World Cup wraps up this week, YouGov’s assessment of the brand sponsor advertising awareness of the tournament reveals that Oppo – official global partner of the 2021 T20 World Cup has registered an increase in its advertising notoriety from 24.5 to 25.3.

The brand launched its #LightUpTheGame campaign giving viewers the ability to collect match tickets, get clicked with the trophy at the stadium, and showcase their special video messages on the official Oppo screen.

BrandIndex, looked at the five brand sponsors it tracked, namely Booking.com, Coke, Oppo, Emirates and Nissan.

Data shows that since the start of the tournament, Booking.com – the official accommodation booking partner for the World Cup, has seen an increase in advertising awareness of 1.2 points, from 13.6 on October 17. at 14.8 on November 4, 2021. Invited cricket fans to watch IND vs PAK T20 World Cup match at T20 pavilion.

While some sponsors have had a positive impact on their advertising awareness scores, not all brands have experienced the same success.

YouGov BrandIndex data shows that Nissan, the official ICC T20 World Cup partner, saw a 0.7 point increase in advertising awareness at the start of the tournament (week of October 17), but the scores started to drop by thereafter and fell to 11.9. points towards the end of the Super 12 stage of the World Cup (November 4).

Likewise, Coca-Cola, the exclusive soft drink partner of the World Cup, recorded an initial increase in its advertising awareness score but registered a drop of 1.5 points towards the end of Super 12 (from 22 , 8 to 21.3 between October 17 and 4, 2021).

The TikTok short video platform became the world’s most downloaded non-game app in October 2021 with over 57 million installs …

Emirates, the tournament’s official partner airline, unveiled its own A380 themed livery to spread the event’s appeal. While the reveal created a lot of buzz, it had little impact on advertising awareness throughout the tournament, and scores dropped 1.3 points between October 17 and November 4, 2021. Watch BE + with Ambi Parameswaran: In conversation with industry leaders like Jasneet Bachal, Harish Narayanan, Deepali Naair, Siddhesh Joglekar and more