How a tweeting ball won the World Cup for adidas

This event report outlines how adidas, the sports brand, scored an unlikely success at the 2014 World Cup through establishing a Twitter account for its official match ball, the "brazuca".

How a tweeting ball won the World Cup for adidas

Stephen WhitesideWarc

During its 45-year formal partnership with the Fédération Internationale de Football Association (FIFA), adidas has exclusively supplied the match ball for every game at the World Cup – a soccer tournament held on a four-year cycle, and featuring 32 international teams from six continents.

In 2013, the German company extended its "Official Partner, Supplier and Licensee" rights with FIFA until 2030, not least because of the opportunity to manufacture a separate ball for the five World Cups scheduled to take place during this period.

It was...

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