World Cup sponsorship: This well-known brand is at the forefront in Austria

The Football World Cup not only gives athletes the opportunity to shine, but also companies try through advertising and Sponsorings Reach millions of potential customers.

In a study by the market research institute I have 41 percent of those surveyed said they were interested in football. The enthusiasm is mainly male – here two thirds are “very” or “somewhat” interested in football and then generally also in that TV broadcast of the games. Among women, however, only one in five is interested in football.

Improving the image of companies through sponsorship of sporting events

Sports sponsorship is known to the vast majority of Austrians. Two thirds of those surveyed believe that sponsorship in football has a positive effect on a brand’s image. That also confirms Paul Christian Eiselsberg, Senior Research Director at IMAS: “Our current in-house study shows very clearly that sports sponsorship improves the image of companies.”

Also Max Eiselsberg of the St. Pölten University emphasizes the positive effects: “Research clearly shows that sponsorship works across the entire consumer impact – from awareness to image to purchase intention.” A positive influence on employee loyalty can also be measured.

Football sponsorship is primarily associated with soft drinks brands, sporting goods manufacturers as well as banks and insurance companies. According to the survey, gambling and betting providers only come into this category at five percent, and media at only two percent. The most famous World Cup sponsor is Coca-cola with 84 percent awareness among those surveyed who are interested in football.

The sports sponsorship market stagnated last year

How the World Cup affects the home Sports sponsorship market The actual impact will only become apparent later. In 2025 it was worth around 1.67 billion euros, roughly at the same level as the previous year, according to a study by the market research institute Focus. The Ski World Championships in Saalbach had a noticeable influence. The biggest sponsor brand was Audi with 47.4 million euros gross advertising value, followed by Red Bull (42.9 million euros) and Raiffeisen (22.4 million euros).

TV remained the strongest communication medium in the world Sponsoring. Around 70 percent of advertising value is generated by television, around 18 percent by Print media and around 12 percent through Online Pictures.