Figures from Bing Ads have revealed the most searched-for brand sponsors for the Euro 2016 Championship, with Kia ranking top among official global sponsors, and Vauxhall dominating among the England football team sponsors.
Searches for the Euros are increasingly mobile, with more than 40 per cent of searches made via a smartphone or tablet during weekend matches, and over 60 per cent of searches for England merchandise being made on mobile.
Kia Motors was the most searched for official global sponsor, with 20 per cent of all searches, followed closely by Orange and Adidas with 19 per cent, and Hyundai with 17 per cent. Looking at England team sponsors, Vauxhall saw over a third of all searches, with Marks & Spencer in a distant second with 26 per cent, followed by Nike and WilliamHill.com with 15 and 13 per cent respectively.
Women are an increasingly key demographic in sports sponsorship, with Bing's data showing Euro-related searches by women surged by over 100 per cent compared to males in the lead-up to the Euros, and women accounting for over two-thirds of those searching for Marks & Spencer, the UK's second most popular sponsor.
"The Euros is a crucial time for brand sponsors to reach out to a vast audience and connect with them on a personal level," said Ravleen Beeston, UK head of sales for Bing. "Through our Bing search insights, this year, we've seen specific interest around car manufacturers and sports brands, however both attrach a diverse and perhaps less generic audience than we may have thought.
"This demonstrated the opportunity that exists for marketers within the wealth of information search data unlocks to help understand consumer behaviour to ensure they are capturing relevant audiences with the right content."
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