The document analyzes social media data from the 2014 FIFA World Cup to determine which brands benefited the most. Nike and Beats by Dre had the most social mentions, despite not being official sponsors. Adidas, as an official sponsor, focused on great content and the hashtag #AllIn, winning more conversations than other sponsors. Both Nike and Adidas saw over 150% growth in social media followers following the World Cup. Adidas reported record football sales of €2 billion and more jersey sales, showing the social media success translated to business results.