Put Your Data In Action: Global Sporting Events & Social Data

At a glance Discover how global sporting events can turbocharge your brand's social media presence. Learn from past winners and put your data into action today.

Global sporting events like the Olympics and World Cup are the most social events we have. The 2014 World Cup in Brazil broke records, with 116 million mentions -- and Rio 2016 is expecting to break them again. With the Olympics fully underway, many brands are searching for viable ways to be a part of the conversation. Currently, we’re working with several brands to help maximise the opportunities presented at the Olympics, but the best way to learn from a global event is to look at what’s worked in the past. So, we’re looking back to the winners of the World Cup to share how data can guide your brand. During the 2014 World Cup, we tracked the online conversation throughout each game. Beats by Dre, adidas and Paddy Power were able to see the impact of their efforts at any point in the tournament. Beats by Dre came out as the second most mentioned brand during the World Cup, while adidas won the hashtag war, claiming more than 79% of branded hashtag conversations. This translated to direct sales for adidas. adidas reported a new record in football sales of €2 billion that year, with more than 8 million official jerseys, which is 1.5 million more than the last World Cup. Not surprisingly, their best-selling jersey was tournament champions Germany. See how Twitter’s Live Studio was able to make the most of this moment here: Then start optimising your data with us around the Olympics or any upcoming event.

Nicky Yates Published on August 17, 2016 2:09 pm

Frequently Asked QuestionsFAQs

How many social media mentions did the 2014 World Cup generate?

The 2014 World Cup in Brazil generated 116 million social media mentions, breaking records at the time. This made it one of the most social sporting events ever recorded.

Which brands were most successful on social media during the 2014 World Cup?

Beats by Dre became the second most mentioned brand during the tournament, while adidas dominated hashtag conversations with 79% of branded hashtag mentions. Adidas also saw direct sales impact, reporting record football sales of €2 billion that year.

How can brands track their social media performance during sporting events?

Brands can use social intelligence tools to monitor online conversations and track mentions in real-time throughout sporting events. This allows them to measure the impact of their campaigns and adjust strategies during the tournament.

Do social media campaigns during sporting events actually drive sales?

Yes, social media success during sporting events can translate to real sales results. Adidas saw record football sales of €2 billion during the 2014 World Cup year, selling over 8 million official jerseys - 1.5 million more than the previous World Cup.