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Latest resource: Maturing from social listening to digital consumer intelligence

A practical guide to levelling up how consumer insights are used across your organization

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Online Trends

Published June 12th 2018

Kicking Off A Football Data Frenzy

As the World Cup approaches, the Brandwatch React team are gearing up for the event with some preliminary football data and some snippets of analyses to come.

For the next few weeks we’ll be weaving around a pitch of football data obstacles and that will absolutely be the final pun we use to describe our coverage of the World Cup.

To kick things off, we thought we’d take a look at the hype around the upcoming event and tease some snippets of the social data delights we’ve got in store for you.

If you’re a journalist looking for social data, drop us an email at with any requests and we’ll be happy to help you out. And if you’re a data fan and want to know something specific about how the event is going on social feel free to tweet us @BW_React with your questions and requests.

What’s driving conversation ahead of the opening games?

Using Brandwatch’s Explore and Entities we searched for the top hashtags, emojis and names associated with the World Cup on Twitter in between 5-11 June to get an idea of what was pushing conversation forward in the lead-up.

Let’s start by looking at the people who are inspiring people to talk about the World Cup.

While we found a number of current players like Christiano Ronaldo and Mohamed Sala generating lots of conversation, some players are being talked about not because of their participation in the upcoming World Cup but because of old performances.

For example, Siphiwe Tshabalala’s 2010 goal generated a lot of reminiscent RTs.

Meanwhile, rumours and press conversation around David Beckham were driving conversation around him in the lead up to the World Cup.

Moving on to hashtags, predictably #worldcup is huge.

Branded hashtags like #adidas, #adidasinitiative and #nike are making impressive progress, and as prominent kit sponsors we expect to see a lot more from these two as the tournament continues. We might even treat you to some Image Insights data that tracks their logos.

Country-related hashtags are prominent in the conversation. England is currently biggest (although given this is an English language query you might expect it).

Diving into one country’s mentions in particular, #Nigeria is dominated by their incredible kit design.

Finally in our quick analysis of pre-World Cup conversation is emojis.

We’re loving the variety of flags we’re seeing popping up in the conversation, with Brazil’s currently being the biggest.

England’s #ThreeLions in emoji form is also doing well.

Getting below the surface

You don’t need me to explain how big the World Cup is in terms of the volume of online conversation it can generate. But beneath the surface level of gigantic numbers lie insights into how people like to kick back and enjoy sport.

If brands can understand how people talk about the World Cup they can better inform their own messaging and optimise their offerings for consumers.

For example, if you’re a furniture company it might interest you to know that portable devices like tablets and iPhones are encouraging football fans to watch in the garden. Alongside your comfy collection of indoor bean bags and chairs you may want to promote items that are suitable for garden television viewing.

If you’re a food and beverage company that’s hoping to capitalise on deliveries made during the World Cup, knowing when people are getting settled down or starting parties to watch the game can help you predict demand for orders.

Meanwhile, sponsors of the World Cup can track the ROI of their undoubtedly enormous expenditure by seeing how much additional engagement they’re getting online.

Where can I get more excellent football data?

Keep an eye on the hashtag #BrandwatchFootball and you’ll be kept up to date on all our latest data.

The Brandwatch React team will be here with the data throughout the World Cup. Got a question? Tweet us or let us know at

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Brandwatch analyzes social data on sponsors, big moments and consumer behaviour during the 2018 Men's World Cup..

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Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.