2010 World Cup Sponsor Sony Ericsson has created a virtual fan game for global soccer fans on Twitter. Fans will be able to vote for their favorite team. This extension of Sony’s sponsorship allows the company to use all 32 teams competing, fans are asked to tweet for their favorite. The teams with the most tweets win. The contest will run from now through to July, just prior to the World Cup event in South Africa. This is an interesting way to leverage their rights, generate some awareness prior to the big event in July. It will be interesting to see what kind of awareness and participation this promotion will generate – 6 months can be a long time.