Arc London reveals big brand winners and losers in the World Cup with ‘Brandtasy League’ table


As the World Cup kicks off, Arc London is launching a league table that ranks the tournament’s top sponsors and biggest advertisers in terms of the impact they are having on consumers.

Launching on 13 June 2014, the ‘Brandtasy League’ will be updated regularly over the course of the World Cup to show the changing fortunes of brands across shopper marketing, social media and sponsorship channels.

Arc has created a microsite ( to host the league table of key brands. The agency will also be commenting on and analysing the changes in league positions and the brands’ respective successes and failures in terms of engaging and gaining traction with the public.

We will do nine rounds of quantitative shopper, social media and sponsorship research – with some of the research conducted during live matches – and will update the league table after each round.

Market research company Research Now will conduct the sponsorship and brand-focused research, while Arc’s People Shop will provide insights into shopper behaviour and the analytics agency Sysomos will be used for social monitoring.

Caron Beith, the head of Arc Sponsorship, said: “We’re really excited to understand how brands actually perform at major global events like the World Cup. Combining quant research in sponsorship, brand awareness, social media and shopper will give us a unique picture of what is happening.”