adidas was the most mentioned World Cup sponsor in blog posts relating to the tournament

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"Which sponsor benefited the most from its involvement with the World Cup?
To get a handle who prevailed within the blogging landscape, we used MAP (our flagship analytics service) to compare activity between FIFA’s sponsorship “partners” – Sony, Visa, Hyundai, Kia, Emirates, Coca-Cola and Adidas.
Using the query “company name” AND “World Cup”, the winner by a wide margin was Adidas, which captured 42.2% of total blog activity. Sony was second with 20.2%, while Coca-Cola was third with 12.2%."
Source:   Sysomos blog, 13th July 2010