"The World Cup is a global event that is watched by hundreds of millions of people, across many different countries, cultures and backgrounds. According to FIFAs figures the last World Cup final in 2006 was watched by 2.2 billion viewers and this year 1.5 billion people watched the World Cup opener. In total, 30 billion people watched the 2010 World Cup on television. Given the scope of this event, we thought it would be interesting to see the main topics and trends that emerge from user searches for World Cup related websites. We have analysed these to see how some sponsors were able to optimise ROI in their social media campaigns."