LONDON: Soccer content from brands not affiliated with the World Cup has driven more than half of online video shares as the tournament approaches.
The data, collated by Unruly, reveals Nike, Samsung, and Castrol lead the competition with a combined 3.2 million shares.
Coca-Cola, the first affiliated brand to appear in the listing, accounted for 2.5 times fewer shares than Castrol, which sits in third place.
Heading into the competition, Nike is the undisputed champion with almost 1.3 million shares.
The lion's share of Nike's social success comes from the video below, starring international soccer stars Cristiano Ronaldo, Neymar, and Wayne Rooney.
FIFA, the organizer of the World Cup, is in tenth place, having managed to drive only 47,245 shares.
This story originally appeared on the website of Marketing.