1、Focus on the FootballAnalysis of the worlds most social football gameNothing without the fansFtbol.Soccer.Football.Whatever you call it,every 4 years the world goes crazy for one major tournament.Uniting fans from across the globe,as they root for their team to win.For brands,it opens up new opportu

2、nities.Play it right,and they can get closer to this fanatical audience,and score bigs wins for their business.In this report,we take a deep dive into the football audience,to understand its drivers,and demonstrate how brands can profit by connecting with the fans.Talkwalker is not a sponsor of the

3、championship and this report only analyzes social media coverage of the event(as one of the biggest worldwide sporting events)in comparison with its past editions.2Introduction23MethodologyAnalysis was made using Talkwalkers Consumer Intelligence Platform,monitoring the use of a range of tournament-

4、related keywords and hashtags across various social media channels.To compare the 2018 and 2022 tournaments,analysis was done from the opening match to the final(14/06/18 to 15/07/18,20/11/22 to 18/12/22 respectively).Talkwalker Blue Silk AI was used to help pull additional insights(through features

5、 like image recognition and sentiment analysis)and to accelerate time-to-insight.34 42018 vs 2022A lot can change in 4 yearsA lot has changed since 2018.A pandemic and a rising cost of living crisis,has changed how fans are living their lives.By analyzing the two tournaments,we get a better understa

6、nding of how this audience has developed over time,and how its new habits could impact the impact of the big game.562018202234.2 million mentions153.2 million mentions94.5 million engagement1.1 billion engagementMost mentioned teams1.France(12 million)2.England(4.5 million)3.Argentina(3.3 million)Mo