The FIFA World Cup craze has even hit the US.  And with over a billion people from across the globe tuning in to watch the tournament being held for the first time in Africa, many pundits expect this to be the most exciting and memorable World Cup ever staged.

Off the field, the World Cup is expected to generate more revenue through advertising and associated sponsorship than any other sporting event on the planet.  It’s also the first global sporting event that will truly capitalize on digital technology, with games being viewed across a wide range of platforms, from traditional broadcast television and radio, to Internet TV and mobile phones.  Football (soccer for us Americans) is a unifying force and people the world over are communicating seamlessly.

For football fans who can’t make the journey to South Africa, we all have more opportunities than ever before to watch, and interact, with the matches.  It’s possible to catch games, highlights and commentary on multiple platforms – from cell phones, laptops and computers – to the big screens. Moreover, supporters will have the chance interact with each other – regardless of location – using social networking platforms like Twitter.

As the World Cup is a quadrennial event, it offers a perfect benchmark against technology.  Putting things into technological perspective, the last World Cup, Germany 2006, coincided with the invention of Twitter and the general public launch of Facebook.  Technology is fast paced.  When viewers the world over are sitting down to contemplate matches at the World Cup 2014 in Brazil – imagine how we will all stay connected. 

Personally, I can’t guess at what the next communication sensations will be.  If I could, I’m pretty sure I’d be out securing venture capital funding to cash in! What I will say is that unified communications will be at the heart of those new social media communications channels.  Will you?