Telekom Cup vs. Emirates Cup: Who Did Their Homework?

Content Fleet Content Fleet 02/08/2015
Telekom Cup vs. Emirates Cup: Who Did Their Homework?
(© 2015 Telekom)

Media attention - which results in more coverage, traffic and engagement - is the goal of sponsored events. Content Fleet analyzes which event caused the bigger buzz in July: the Telekom Cup or the Emirates Cup?


Traffic Potential: 4:1 for Emirates


Positive headlines that strengthen the brand and boost business: that is the goal of sponsored events. Telekom and Emirates Airline are also active in sponsoring with their respective Cups and they make it a point of conversation every July. To varying degrees of success: While the Emirates Cup in July 2015 was reported on a total of 644 times in online media, the Telekom Cup was only mentioned 274 times. The difference in coverage has an impact on the potential traffic reach: The keyword Emirates Cup achieved a potential of 450.3 million page views in July 2015, as for the keyword Telekom Cup, only 85.1 million. How come?


Telekom Cup_KPIs

Telekom Cup_KPIs_Emirates

Telekom Cup vs. Emirates Cup: Schedule


The Telekom Cup and the Emirates Cup have similar schedules. Both sporting events are always held on a weekend in July and have a similar order of events: Four teams taking part in the tournament and play in a semi-final and in a final for the victory. The Telekom Cup has been going since 2009, the Emirates Cup since 2007. Both events have therefore had more than five years to establish themselves publicly. Level playing field? Not quite. The Cups are different in three respects:

  1. Duration of the Event
  2. Team Selection
  3. Networking with Soccer Teams

Factor 1: Duration of the Event


While the Emirates Cup takes place every year for two days, this year on the 25th and 26th of July, the Telekom Cup 2015 was only held for a single day for the first time ever, on the 12th of July. So if the Telekom Cup only lasted half as long as the Emirates Cup, could Telekom's sporting event only benefit for half as long from increased coverage?

A glance at the "Key Performance Indicators" graphic (traffic reach potential versus time) shows: No. Both events experienced increased coverage for three days each. The shorter duration of the Telekom Cup is not the reason for its lower traffic potential.

Factor 2: Team Selection


At the Telekom Cup, only German teams compete against each other. In 2015, FC Bayern Munich, Borussia Mönchengladbach, Hamburger SV and FC Augsburg all took part. The Emirates tournament, however, is international: This year, with VfL Wolfsburg, Villareal, Lyon and FC Arsenal, four major European teams shot for the title.

The international positioning of the Emirates Cup is also reflected in online media reporting: While the Telekom Cup was reported on for the most part in German online media (336 of 274 publications), the Emirates Cup was not only picked up by the British media, but also by the French, Vietnamese, German, US, Indonesian and many others countries.


Verteilung der Online-Publikationen zum Keyword "Telekom Cup" nach Ländern. Zeitraum: 01. Juli bis 31. Juli 2015. Quelle: Content Fleet GmbH

Telekom Cup_Publikationen nach Ländern_Emirates

And who is reporting on the tournaments? While in the top ten online publishers who published the most articles on the Telekom Cup were exclusively German (especially the Hamburger Morgenpost with 16 publications, Yahoo! Eurosport Germany with ten publications, and the Hamburger Abendblatt with seven publications), the Emirates Cup was not only reported on by British publishers like 101 Great Goals (23 publications), but also by French media (Yahoo! Sport France with 18 publications, with eleven publications) and also in Vietnamese media (Viet Bao [Soccer] with ten publications).


Factor 3: Networking with Soccer Teams


Both Telekom and Emirates Airlines are the sponsors of renowned soccer teams that annually participate in the pre-season games: Telekom is with FC Bayern Munich, Emirates with FC Arsenal. Both teams plug their donors online, just with varying degrees of commitment. While FC Arsenal published 22 articles on the topic of the Emirates Cup in July, FC Bayern Munich published a mere two articles.

FC Arsenal serves as a driving force for the Emirates Cup: The team didn't only win on the court, but also supported the tournament also extensive online coverage. Good for Emirates, because with a potential traffic reach of 742,438, FC Arsenal is one of the most far-reaching publishers out of all that report about the event.

And other major media reported on the Emirates Cup, too, including 24 h (soccer) (number of publications: 8/ potential traffic reach: 237,607), ESPN (soccer) (number of publications: ten / potential traffic reach: 227,715), the Arseblog (number of publications: three / potential traffic reach: 144,700) and Daily Mail (sport) (number of publications: ten/ potential traffic reach: 113,461). A total of five media sources with a potential traffic range of more than 100,000 wrote about the Emirates Cup in July 2015. The only source with a potential traffic range of more than 100,000 that published something about the Telekom Cup was Deutsche Telekom itself. They published a Group Release about the Telekom Cup on their homepage (number of publications: 1/ potential traffic reach: 144,249).


Telekom Cup_Reichweite_Emirates

Telekom Cup_Reichweite_Telekom
(© 2015 Gast)

Even the numbers from Facebook show how important strong support by prominent partners is for sponsored events: The most popular ten Facebook posts with the keyword "Emirates Cup" all come from FC Arsenal or individual team members. In 1st place: A post by Mesut Özil,in which he expresses his joy for the upcoming event. A proud 254,000 users have responded to this post in the form of likes, shares and comments.


Telekom Cup_Virale Facebook Beiträge_Emirates

Telekom benefits from posts by the participating associations, too. Interesting: FC Bayern Munich did, in fact, fill up 1st - 3rd place of the most popular Facebook posts about Telekom Cup with contributions from Thomas Müller and Pierre-Michel Lagosss... but even HSV is represented in the top 10 with two posts. As winner of the tournament, the Hamburger Sportverein cannot help advertising for Telekom, despite the fact that they are actually an advertiser for Emirates Airline.


Telekom Cup_Virale Facebook Beiträge_Telekom



Whether Telekom or Emirates Airlines, both brands manage to use sponsored events to achieve wide coverage and to strengthen their image. The designation of the events should not be underestimated in consideration of their performance in online media. The integration of the brand name into the name of each event means that every report on the event contributes to the entirety of the online reports on the brand. Also well chosen: the timing. Because, in the summer when there's not much going on with official soccer events, sponsored events have a better chance of gaining online coverage.

How much attention a sponsored event gets on the net, however, depends primarily on what it offers its audience. As the comparison between Telekom and Emirates shows, it's not the quantity but the quality that counts. How long the event lasts is secondary. What's important is who is on stage. For Emirates, it pays off to pin the biggest soccer teams in Europe against each other. International coverage through wide-reaching publishers keeps the Airline safe. Telekom, which also has an international presence with subsidiaries in Europe and the US, reached, with its sporting event, only their target audience in the D-A-CH countries. Last but not least, it also depends on the commitment of the partners. FC Arsenal designated itself as a publisher for the Emirates Cup and drove the potential traffic coverage with their own contributions and posts. The commitment of FC Bayern Munich left a lot to be desired in terms of reporting on the team's homepage.