2018 World Cup: "Social networks, a springboard for supporting partnerships" (Q. Gressien)

"Few official sponsors were not active at all, during the World Cup, in all 32 qualified countries. If this seems logical today, it was not necessarily the case in previous editions. The brands understood that social networks offered them a springboard for supporting their partnerships beyond the pitch," said Quentin Gressien, consulting director at The Metrics Factory, to News Tank Football on 27/07/2018.

The Metrics Factory analysed the digital strategies of the 396 FIFA sponsors and 32 qualified national federations, both before and during the Russian World Cup in "The Perfect Match" report.

"We also note that this presence is multi-platform: brands use Facebook, Twitter, YouTube and Instagram in turn to support their partnerships online. This year, the Instagram 'Stories' format was particularly popular with the brands," said the head of the French consulting agency, specialised in the measurement and optimisation of the digital engagement of brands.

"The biggest challenge for advertisers is to stand out from the other partners, but also from the sports media that cover the…