Who is actually the biggest winner in this World Cup?

The answer is actually: Social Media

An interesting fact, there are already more posts about the World Cup before a ball has been kicked in Brazil than for the entire tournament in 2010, this shows that how powerful and important that the social media strategy has become these days.

Sponsors are eager to piggyback on the new-found power of their stars on Twitter. Ronaldo, part of Nike’s World Cup push, is the world’s most popular sportsman on Twitter with 26.5 million followers. When he tweeted Nike’s second World Cup ad, released on its YouTube page, it caused a surge in views that topped 70m in days. Nike eventually turned to TV to run a shorter version of the ad.

The combination of live TV and Twitter is proving to be an irresistible combination, with research from Nielsen showing that 60% of UK users tweet while viewing. “The consumption of TV remains huge, especially when you add social media as a supporting cast,”

reference:http://www.theguardian.com/media/2014/jun/08/social-media-winner-world-cup-advertising