One Stadium Live starts May 1 and is part of Sony's tier one sponsorship of the FIFA tournament in Brazil. The mobile-first website at will highlight hot topics to give fans a snapshot of how the whole world is feeling about games, players, tactics, gossip -- and the inevitable controversies -- surrounding the World Cup 2014.
Nick Bailey, CEO and executive creative director of Isobar U.K., which created One Stadium Live, said that Twitter expects 60% of all tweets during matches will be World Cup-related during the month-long soccer tournament, which starts on June 12.
Mr. Bailey described One Stadium Live as being "like a social broadcast channel for football." He added, "It will be like turning social content into TV content. You'll be able to tune in and see what people are saying, but in an engaging and entertaining way. It won't feel like just a load of Twitter hashtags – it will be a snapshot of what the world is feeling."
One Stadium Live will use analyze the meaning of posts, rather than just key words, to group fan posts together, while the technology will also remove bots and retweets from the conversation.