One of my earliest recollections of big sporting event was the Mexican Wave in the 1986 FIFA world cup at Mexico. That was the year of Maradona. 24 years later, its Vuvuzelas inside the stadiums and its Social networks outside it. The magnification effect that social media has on such large scale events is on a mind boggling state.
So far Audiences around the world have been audiences. Now they are playing the games, teams, themselves and others as much as the players are. The Number of fanpages in Facebook, the levels of participation and the frenzy; the Twitter groups, World Cup apps for Smartphones are beginning to come of age and the decibels levels dont seem to abate any soon.