2018 World Cup: Coca-Cola, the most prominent brand among the 394 sponsors of the 32 teams and FIFA

"FIFA and the 32 national federations involved in the 2018 World Cup have a total of 394 sponsors, of which 377 have a website, 332 have a Facebook page (as their premier social media platform) and 245 have a Twitter account," said The Metrics Factory, in "The Perfect Match" report, of which the first elements were published on 29/05/2018. The "Food&Beverage" sector is the sector with the most partnerships, a total of 69, with global brand Coca-Cola, as well as 19 alcohol brands, according to The Metrics Factory.

The Metrics Factory is a French consulting agency specialised in the measurement and optimisation of digital engagement of brands. "Throughout the World Cup, the team at The Metrics Factory will measure the sponsorship strategies put in place by the brands backing the event," said the agency.

According to the The Metrics Factory "Five criteria will be evaluated via a proprietary methodology:
• Power and share of voice: which brand is the most visible?
• Synergy: does the brand seek to reach an audience different from its own?
• Engagement: how does the audience react?
…