2018 group B · Portugal 3–3 Spain · full match, 1:40

The most-seen board got one second of goal time

In this six-goal draw, Qatar Airways had more sponsor screen time than any other brand (451 seconds, 10.0%) and 1 second inside a goal window. Six goals went to six different sets of boards, led by Adidas, Gazprom, Hyundai, McDonald's, Coca-Cola and Wanda.

Goal by goal

Six goals means six separate windows, so this is a better test than a one-goal clip of whether one brand keeps getting the goals. It didn't. A different brand led every window.

Partners kept their share: FIFA's top tier had 61.6% of screen time and 66.1% of goal-moment seconds.
Over-index: Hyundai (8.7% to 16.5%), Adidas (8.1% to 14.9%) and Coca-Cola (4.6% to 11.6%).
Under-index: Qatar Airways, Visa (9.8% to 2.5%) and Mengniu, which had 253 seconds on screen and none during a goal.

Goal	At	Brand-seconds in the window	Who had them
1-0	6:21	23	Adidas 15, Hisense 3, Budweiser 3
1-1	26:07	16	Gazprom 11, Visa 3, Hyundai 1
2-1	46:33	25	Hyundai 19, Hisense 4, Budweiser 1
2-2	58:48	27	McDonald's 13, Vivo 9, Hisense 3
2-3	63:06	18	Coca-Cola 14, Adidas 3, McDonald's 1
3-3	91:45	12	Wanda 6, Gazprom 5, Qatar Airways 1

Share of all sponsor screen timeShare of goal-moment seconds

Brands with at least 8 seconds of live play on screen. Each goal window runs from 15 s before the on-screen score changes to 30 s after, which covers the build-up, goal, celebration and replays. 270 seconds of the match are in a goal window.

Every sponsor, second by second

5,821 seconds of live play, with at least one sponsor board visible in 3,566 of them. 29 brands were detected.

Click any tick, row or goal window in the chart below to jump the video to that second.

FIFA PartnerWorld Cup SponsorRegional supporterNot in our sponsor listGoal window

One tick per second in which the brand was detected during live play. Brands seen for fewer than 3 seconds are left out of the chart.

How well did the tools see this match?

This match was read by Apple Vision only. We hand-labelled 30 frames of live play (29 boards) and checked a random 150 detections by eye. Apple Vision took about 22 minutes per hour of video on four workers.

Good: ≥ 0.80 (precision ≥ 0.95)Fair: 0.50–0.79 (0.85–0.94)Weak: below that

Method	Boards found	Large	Small	Detections that were real
Apple Vision (on-device text reading)	25 of 29 (0.86)	24 of 28 (0.86)	1 of 1 (1.00)	144 of 150 (0.96)

One match, six goals, and 121 goal-moment brand-seconds, so each brand's goal share rests on a handful of seconds. Sponsor tiers for 2018 are inferred from the 2022 listing, not taken from a 2018 FIFA list. Only one small board was in the 29 labelled, so small-board recall is not measured here. Brands in grey are ones we did not place in a sponsor tier.