Football 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 led 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, that 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 Christiano Ronaldo, Neymar Jr. and Wayne Rooney.