Only 6.8% of English youth associate Messi with Adidas (Threepipe study)

Only 6.8% of English fans aged between 18 and 24 associate Lionel Messi (FC Barcelona) with sporting goods supplier Adidas, according to a study by the British marketing agency, Threepipe, published in February 2014. This conclusion was made after interviews with a panel of 2,000 people.

Lionel Messi has been under contract with Adidas since January 2006. The quadruple Ballon d'Or winner (2009, 2010, 2011 and 2012) plays for a Nike sponsored club, which may have had an impact on the perception of fans. However, the study also shows that only 14% of English youth associate Manchester United striker, Wayne Rooney with Nike, with whom both he and his club are under contract. 10% of fans believe he is related to German brand, Adidas.

77% of respondents say that the combination of a sports brand with a player has no impact on the image they have. Nearly 31% of the panel indicated that football is the sport that has the most impact on brand image.

This study also revealed that 68% of the respondents have no idea which brand is associated with which player. Only 30% of 18-24 year olds…