World Cup: Public Unsure of Sponsors and Motives

LONDON, June 17, 2010 - The latest poll by global reputation auditors Echo Research shows that
the British public are uncertain which companies are sponsoring the
tournament.

People are also sceptical about sponsors' motives, believing they are
driven more by hard-nosed targets, such as getting on television or selling
more product, than because they are committed to football, health and
wellbeing or South Africa and its people.

Echo's Group CEO, Sandra Macleod, remarked "these findings show that, as
the tournament gets underway, sponsors have much work to do to raise
awareness of their role in the World Cup, and to convince the British public
that they are motivated by a genuine concern for the host nation and for
football and its supporters, as much as by commercial gains. Should confusion
in these areas continue as the World Cup unfolds, sponsors will not realize
the brand and reputation benefits that sponsorship should bring."

Confusion Over World Cup Sponsors

Conducted the day before the FIFA World Cup opening ceremony on 11 June,
the 1,005 adults polled across Great Britain struggled to correctly identify
eight World Cup sponsors and partners (Coca-Cola, McDonald's, adidas, Sony,
Visa, Budweiser, Emirates and Hyundai) from a list of well-known brands.
Coca-Cola was the only company to be correctly identified as a sponsor by
more than half of those polled (57%) and Hyundai by the least (10%).

Nike was incorrectly identified as an official sponsor by 30% of those
polled - more than identified adidas, an actual sponsor (29%). Carlsberg was
also incorrectly identified as a sponsor by 23%, not far behind the 28%
identifying actual sponsor Budweiser.

Sponsors' Motives

When asked to select reasons why a company would sponsor the World Cup,
81% agreed it was "to get their company name or logo on TV" and 50% "to sell
more of their products within South Africa".

Only 13% agreed it was "because they care about football and its
supporters"; 9% "because they care about issues of health, fitness and
wellbeing" and 7% "because they care about South Africa and its people".

Methodology

Internet Omnibus survey of 1005 GB adults aged 16-64 weighted to
represent the adult population, conducted 9-10 June 2010. A final end of
World Cup survey will be conducted on 13 July 2010 to note any changes in
perceptions.

Background On Echo

Based in London, Paris, New York and Singapore, Echo Research provides
independent reputation analysis through media content and stakeholder studies
for FTSE and Fortune 100 organisations, the public sector and
not-for-profits. Winners of some 75 industry awards for excellence in
research, Echo has provided research and counsel for corporate sports
sponsorship to Barclays Bank, Barclaycard, Lloyds Banking Group and JPMorgan
Chase, among others.

For further information:

Matt Painter, Research Director, +44(0)1483-413-652,
mattp@echoresearch.com or Ben Lloyd, Senior Director on +44(0)1483-413-644,
benl@echoresearch.com

For further information: Matt Painter, Research Director, +44(0)1483-413-652, mattp at echoresearch.com or Ben Lloyd, Senior Director on +44(0)1483-413-644, benl at echoresearch.com