FIFA World Cup Brazil 2014

Football World Cup Brazil 2014

We were delighted to support an array of organisations and brands looking to harness the scope for promotion and exposure to be gained through The FIFA World Cup 2014.


In the run up to and during the event, our content distribution hub:  + the adidas NEWS STREAM Media Centre published 365 related stories, over 70% of which were published 6 months before the event.

Additional client support included editorial calls around planning plus a designated account manager who was onsite in Rio, contributing to 40% of stories published during the tournament. Stories posted by official sponsors and partners were aggregated into a dedicated Brazil 2014 channel on, the URL of which was also used in press releases sent out by brands and organisations to promote material to download. In addition, published content was also featured on the main homepage of  as promotional banners and ‘in the news’ links.


adidas became the most talked about brand   generating 1.59m conversations across Twitter, Facebook, blogs and Tumblr. TheNewsMarket is proud to have contributed to such a success assisting the Global site + 17 markets with a country site on the adidas NEWS STREAM.

In terms of content for journalists, a total of 74,000 assets related to the World Cup were downloaded. More than 260 stories related to the tournament were published on the adidas NEWS STREAM. During the tournament, 21 news alerts meaning a total of 16,926 emails were sent out to media subscribers wishing to keep up to date with latest stories.

Only on TheNewsMarket, over 1,550 assets were requested by media outlets globally such as CNN, BBC, Sky News, Sky Sports, Bloomberg and many more as well as influential bloggers worldwide.

The most popular types of content around the event published and available on and adidas NEWS STREAM included:

  • Milestones and key dates
  • Official reveals by event sponsors and teams
  • Updates on new innovative technology developments
  • Side stories featuring CSR programmes and celebrity endorsements/involvements
  • Soundbites and interviews from official spokespersons
  • Social media campaigns and content

To go behind the scenes with adidas click hereTo check out how adidas’ World Cup campaign changed the rules of content marketing, click here.

Interested in promoting your brand around a specific event? Get in touch to find out how TheNewsMarket can help.