ABSTRACT
Favored by broadcast schedules adapted to Europe, the matches of the 2014 FIFA World Cup in Brazil generated an unprecedented number of viewers. The 2014 World Cup has confirmed the inclusive nature of the sports spectacle, but has also assessed its ability to engage the connected fans who react and share their feelings on social media. Social media: a technical solution allowing one to create an account to generate, share and comment on content within a community linked by common affinities. In their 2014 book, Maltese and Danglade define activation as the operational modalities of implementation of sponsorship on the field in order to connect the fans with brand sponsors. Advertisers of brands in football make an effort to develop important social devices in order to activate their partnership. Wishing to identify the challenges and good practices of football, this chapter dedicates to exploring academic literature and case studies.
