A New Age of Social Media Advertising

When the world's largest sports events, World Cup, started three days ago, a question I would like to ask everyone who is caring about the games is:

"Who the official sponsors are?"

I am wondering how many people could answer this simple question correctly.
Interestingly, answers of six people today all include Nike, Coke, and Pepsi.

However, only Coke is the right answer.

Few days ago, I was talking about the buzz Nike creates during this World Cup. Now let's recall the Super Bowl this year, we also found that Pepsi benched its soft drink advertisement after 23 years. PepsiCo says that it plans to shifts its marketing budget to less costly media, such as Facebook and other social networks sites.

These leading brands are adopting "ambush marketing", a strategy running the similar themed campaigns around the time of the event without mentioning the event itself.
It's not surprising brands will do so to acquire largest attention through the marketing strategy. However, by combing the strategy with the social networks, the advertising effect is incredibly huge.

We are worrying about how this may change the international sports events.
If the marketing effect brought by social networks could achieve similar or better ROI,
are there any leading brands still willing to spend huge amount of money to sponsor these events?

Optimistically speaking, a new age of social media advertising is coming. But it's still hard to predict what it will bring to these sports spectacle such as World Cup, Super Bowl, and Olympics.