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Hublot: what marketing impact of the World Cup?

Hublot: what marketing impact of the World Cup?

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August 2018


Hublot and the FIFA world cup 2018 in Russia infographics

When seeing the referees holding boards with the Hublot logo during the World Cup, did you wonder what was the marketing outcome for the brand? Chrono24 did. And they decided to analyse the data. They share their infographics.

T

he FIFA World Cup is a huge advertising operation, so it is no surprise that brands across a range of industries are fighting to be the most visible possible during this global event. Being able to place the right image, logo or slogan, at the right time, in front of the whole planet, is the Holy Grail for many.

Hublot has been the official timekeeper of the World Cup since 2010. In Russia, the Swiss watchmaker dominated the game by sequencing the time, player changes and extra time with its logo on the official boards. Sebastian Chiappero, Managing Director at Cabinet Sponsorize, estimates the global value of Hublot’s World Cup sponsorship at 20-30 million dollars. But what is the return on investment?

Chrono24 tried to calculate this, by computing the dynamics of Hublot pageviews on their platform during the final matches, linked to key moments during the game where the brand logo was shown to the world. Here are some key results.

FRANCE VS. CROATIA

(FINAL)
(FINAL)
© Chrono24

CROATIA VS. ENGLAND

(SEMI-FINAL)
(SEMI-FINAL)
© Chrono24

FRANCE VS. BELGIUM

(SEMI-FINAL)
(SEMI-FINAL)
© Chrono24