JEWEL IN THE CROWN: A Brazuca Tweet featuring singer Pharrell Williams and another about a contested French goal against Honduras together collected more than 20 million retweets and favourites. — Reuters
RIO DE JANEIRO/BERLIN: Adidas might be attracting bad online buzz for its sponsorship of biting Uruguayan footballer Luis Suarez — but in the tussle to win the most World Cup social media play, the German firm says it is winning plenty of positive attention too.
With every tackle, save and goal, a simultaneous off-the-pitch marketing battle is being fought between official FIFA World Cup sponsor Adidas and arch-rival Nike Inc to dominate social media to promote their brands.
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