the big question this World Cup:
do we pitch on the pitch?

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after nearly a month of fierce competition, thrilling victories and heartbreaking upsets, the 2018 FIFA World Cup is coming to a close. Despite all the excitement, this year’s World Cup was not without its share of controversy. after a 2015 indictment--in which several FIFA officials and associates were accused of corruption, accepting kickbacks and money laundering--many big brands opted out of advertising in this year’s World Cup.

this assumption that consumers would create a negative association with sponsors of the World Cup was a big bet, and given the global popularity of the tournament, a costly one if that assumption proved incorrect. we decided to conduct our own survey to validate the decision to opt out of the 2018 FIFA World Cup.

we asked consumers from the Suzy community…..

which of the following best describes how frequently you’ve been watching the 2018 FIFA World Cup?

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are you aware of any recently-reported controversies surrounding FIFA, the governing body of the World Cup?

if so, what have you heard?

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of those who answered “yes,”
we retargeted with this...

would these allegations affect your willingness to purchase a product from an official sponsor of the 2018 FIFA World Cup?

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Suzy Says...such a small percentage of those polled identified as regular watchers of the World Cup, and among those, an even smaller percentage was aware of the allegations against FIFA.

the brands that opted out of the World Cup might have played their hand too conservatively and missed out on a huge opportunity to connect with American consumers.


see how Suzy can help you validate critical business decisions