#Ibelievethatwewillwin #Ole! #WorldCup

June 23rd, 2014 by Gabrielle Benedetto

As the world gathers in sport bars across the globe to watch the gorgeous and very talented FIFA team members, I’ve realized that the World Cup is kind of like the Super Bowl, just bigger, better, and hotter!

Besides the commercials and the fact that the Super Bowl is only something America partakes in, one distinguishing difference between the World Cup and the Super Bowl is the branding. While the Super Bowl has consistent branding and logos every year, the World Cup continuously changes. For example, the Super Bowl uses a consistent hashtag (#SB14) that is created by the NFL and encouraged by fans to use in the days leading up to the big night. With the World Cup, there is no consistent branding.  Which is ironic since this is the one sport the world comes together to participate in and cheer on — the original football league. Which got me thinking, sports franchises should be treated just like any other business, as should the structure of their social media campaigns. The leagues should maintain a consistent brand, continue to publish content throughout the series, and encourage fans to get engaged.

1) Consistent Branding

It’s funny how one word can change your branding so much!

#football vs. #soccer
#brazil vs. #brasil

Regardless of which country a team is from, the league should constantly present their branding on a worldwide scale. T-shirts, jersey logos, mugs, soccer balls (or footballs) and of course, hashtags.  The most commonly used hashtags for the World Cup is #worldcup with a 71.8% of tweets containing #worldcup in content published on Twitter. Other popular hashtags include:

#brazil – 31.5%
#fifa – 17.22%
#football – 19.09%
#fifta2014 – 13.29%
#brazil2014 – 3.8%
#soccer – 3.8%
#brasil2014 -3.8%
#france – 3.5%
#fifawordcup – 3.5%
And my favorite #Ibelievethatwewillwin


Although the league has no control over what countrymen and women are going to post or which team they are going to support, encouraging a hashtag is one way to control the branding of your business.

2) Content is king

The biggest social network participating in the World Cup is Twitter


With 645,750,000 people on Twitter, fans are just waiting for the latest tweet by a team member or the team. Publishing content to keep fans informed is key to a successful social media campaign. Publishing updates to the team’s status such as posting superstitions of the game results, or posting pregame photos, is what the soccer fans want. Don’t forget that your employees — or team members! — are extensions of your brand too. Encouraging employees to publish content and post pictures is also important to the overall brand image, and its success.


3) Keep ‘em engaged!

In addition the informational content, make sure you are keeping your fans engaged with your brand. Many brands encourage engagement by asking fans to participate in poles, questions, or even contests. One of the biggest World Cup sponsor’s, McDonalds, jumped on this bandwagon in their offline “Peel, Play, Ole, Ole” campaign.


For those businesses that aren’t FIFA sponsors, engaging with fans on Instagram and Foursquare are great for brand awareness. Asking fans to post pictures with your product, or check-in specials at locations are easy ways to increase a brand’s presence while engaging with fans.

Regardless if your business is in a worldwide event that only comes around once every four years, or if it is the neighborhood corner grocery, these three tips can benefit any social media campaign.

So y’all get ready Russia! #fifa2018 #worldcup #fifarussia #USA #USA #USA