The #WorldCup unfolded on the pitch in Qatar, and it also played out on Twitter in a big way. Football fans across the globe came to Twitter to experience every exhilarating and emotional moment as it happened. The teams, the action, the world-class players transcended borders and connected people around the world on the platform.
There’s one universal truth that drives #WorldCup on Twitter: fans love the tournament and showed up to talk about all aspects of the game. After 64 thrilling matches, including the epic final between France (@equipedefrance) and the 2022 champion, Argentina (@Argentina), we’ve compiled the numbers and their visualizations to illustrate the massive role Twitter played for fans since the event began on November 20.
Conversation impressions surpassed all previous quadrennial events
There were a whopping 147B impressions of the #WC2022 conversation globally, easily surpassing #WC2018 and more than doubling the number of impressions of the #Tokyo2020 Olympics. Whether the crowd was reacting to a big goal, watching highlights, predicting the outcome of the next match, or celebrating the star players, fans came to Twitter to discuss all aspects of the game.
Fans Tweeted the most during the Final between France and Argentina
We saw the bulk of the conversation during the live matches, including the dramatic final match between France and Argentina – arguably the best tournament final of all time.
Here are the top five moments that generated the biggest peaks of Twitter conversation, measured in Tweets per minute (TPM), during the entire tournament:
Argentina’s Messi was the most-mentioned player of the tournament
These were the most mentioned players of the #WorldCup:
Argentina was the most-mentioned team
Here are the most Tweeted about teams of the tournament:
Brazil sent more Tweets than any other nation during the #WorldCup
Football fans around the globe showed up to talk about the biggest moments. Fans in Brazil sent more Tweets than any other country. Here’s a ranking of the countries who Tweeted the most:
Brands stood out among the #WorldCup conversation on Twitter
Football fans weren’t the only people engaging with the tournament. Several brands joined the conversation as the action on the pitch unfolded. Adidas, Budweiser and Hyundai were among the most globally mentioned sponsors of the tournament.
FIFA provided ways for Twitter fans to feel closer to the action
With an average of 2M likes per day, and 226% more Tweet impressions than #WC2018, FIFA generated record-breaking success across all its Twitter accounts, covering the World Cup on Twitter in 7 languages. With creator-driven editorial, behind-the-scenes access, and exclusive content from their free global service FIFA+, they provided an in-depth look at the world's biggest sporting event.
FOX Sports brought US fans premium English-language video content
FIFA World Cup NOW on @FOXSoccer Twitter will officially go down as FOX Sports’ most-viewed digital content campaign in its history. Anchored by former U.S. Men’s National Team (USMNT) stars DaMarcus Beasley, Jimmy Conrad & Sacha Kljestan, alongside Colombia Women’s National Team star Melissa Ortiz, the innovative & interactive show featured a rotating cast of guest stars like FOX Sports analysts Maurice Edu, Cobi Jones, Carli Lloyd, Landon Donovan, Warren Barton and Chad Ochocinco.
FOX Sports also brought video highlights to Twitter, including every goal scored moments after it happened, as well as videos featuring talent Q&As, Twitter Spaces covering the events, and Moments curating coverage for fans. The conversation took place all month long on Twitter.
Telemundo Sports delivered real-time coverage in the Spanish language for US fans
@TelemundoSports produced premium Spanish-language video content throughout the tournament, including the top moments of every match and showcasing the excitement of players and fans from around the world.
The World Cup happened on the pitch, but Twitter is where it came to life for millions of fans around the globe. As we wrap this epic chapter, we look forward to the next one: the 2023 Women’s World Cup is just 7 months away. See you on Twitter!
Source: Twitter Internal Data - Semantic Core/KGO. World Cup Conversation (Global). Nov 20-Dec 18, 2022. Retrieved Dec 19 2022.