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 Whiteside Warc

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 cycl

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