World Cup 2014 social media: Disappointing first week for official partners despite massive marketing push

A week into soccer’s biggest event, the FIFA World Cup in Brazil, sees some of its official partners with scant US social media buzz despite paying top dollar for the marketing rights.

Findings from Globe Runner’s SociaLitmus social media command center show that Emirates is dead last in the US social media stakes, with only 1,508 social media mentions from June 13-19, 2014. (It does have a slick Pelé-ane with distinctive livery, though.)

Emirates' soccer-inspired airplane for the World Cup

Emirates Airlines’ plane has Pelé-inspired livery

Adidas, which leads all FIFA partners at 17,331 mentions, has its hands full fighting off perception that Nike is officially backing the World Cup. As Adweek reported before the matches kicked off, Nike may just succeed, as it has done in past World Cups.

FIFA World Cup 2014 social media league table for sponsors

How the FIFA World Cup 2014 partners are ranking, social media-wise, during the first week of the tournament

Arguably a sports brand would find more traction than an airline during a sports event, but there should be no shortage of clever ideas no matter how far removed from sports a brand might be. Case in point: Walgreen’s tweets during that famous Superbowl blackout:

Walgreen's tweets during Superbowl 2014 blackout via Globe Runner

Walgreen’s won’t want for wit

With roughly three more weeks to go for the World Cup, here’s hoping that the FIFA partners find a bigger voice on social media. The size of the audience — roughly 100 million in America — and the amount paid for official status (reportedly in the area of $700 million between the partners) is argument enough to step up their social media game.