World Cup broadcast integration fuels 48% increase in brand opinion

Beverage and broadcast: a winning match

This food and beverage brand was looking to boost brand awareness, strengthen perception, and align itself with the spirit of sport, celebration, and togetherness. The FIFA World Cup presented a unique opportunity to connect with Canadians on a national scale.

By partnering with Bell Media’s broadcast of the tournament, the brand gained exposure to 26.5 million viewers (74% of the Canadian population!) and reinforced its place in national culture through consistent, visible sponsorship across multiple touchpoints.

Successfully reaching Canadians across screens

The campaign extended beyond traditional broadcast to drive multiplatform engagement and discovery:

• 40% of TV viewers searched online during matches for schedules, teams, and standings
• TSN.ca and social platforms like Instagram and YouTube helped deepen brand engagement
• Sponsorship presence fuelled higher levels of online conversation and brand awareness

Research-backed brand lift

An independent viewer study revealed measurable gains across key brand metrics:

• 48% increase in brand opinion 
• 45% increase in purchase consideration
• Viewers rated the brand higher than key competitors on multiple attributes
• Seven in ten Canadians engaged with the 2018 FIFA World Cup Russia™ using one of the methods tested
  • 64% engaged on TV
  • 33% watched on TSN
  • 56% engaged online
  • 16% follow on TSN.ca

A format that works and resonates

The sponsorship was not just visible, it was impactful. Association with the FIFA World Cup positively impacted brand opinion, purchase consideration and reputation. Viewers exposed to the campaign were consistently more likely to:

• Recall the brand’s involvement
• Hold a favourable opinion of the brand
• Indicate higher purchase intent

Conclusion

This World Cup broadcast sponsorship proved the value of aligning with premium content that brings Canadians together. The campaign delivered on key objectives including, boosting awareness, strengthening brand perception, and driving purchase intent, while reinforcing the brand’s connection to celebration, sport, and togetherness. With strong recall and measurable impact across the funnel, it showcased the power of contextually relevant placements at scale.

Source: Charlton Insights Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.