Rewarding World Cup sponsorship?

Market research 15 international and 6 national sponsors have supported the World Cup with over 700 million euros. However, according to a worldwide survey by Global Market Insite, their investments are not paying off because the recognition rates are poor. Non-sponsors such as Nike or Pepsi were mentioned more frequently by some respondents than the real sponsors. McDonald's, for example, was only recognized as a real World Cup sponsor by one in five people worldwide.