World Cup sponsorship does work, according to research conducted by IGD.

Data on UK shoppers' views of the official partners of this year's World Cup from the food and grocery industry, which include Budweiser, Coca-Cola, Gillette and McDonald's, found that football supporters generally had a better impression of the ­quality of the brands than non-supporters did.

The research revealed that 65% of supporters thought that the brands represented high quality, compared with 45% of non-supporters, while 7.1% of football supporters would buy a brand based on its sponsorship, compared with 2.5% of non-sup­porters. And there was a clear awareness of many of the big name sponsors associated with sporting events and teams.

Gerardine Padbury, senior business analyst, consumer, for IGD, said: "The good news for the big brands is that sports sponsorship does reap rewards from shoppers."