Here at iFactory, it would be fair to say the majority of us have a small (read: large) love affair with the game of soccer. Needless to say, this week and the next three bring many sleepless nights as we anxiously and supportively watch our teams battle it out in South Africa. To keep things interesting, we started a pool—a little friendly competition is always enjoyable—namely when your office gets covered in red and white (and Switzerland is not your team of choice).

While the interest in soccer at iFactory is somewhat expected—we have folks here that have been playing all their lives—it goes without saying that the World Cup has become increasingly popular on television and computer screens across America. Why the sudden surge in interest?

Major marketing dollars.

Back in 2009, ESPN teased us with ads and essentially promised incomparable coverage of the 2010 World Cup through the “biggest marketing campaign ever.” Deliver they did, since the numbers say it all—“Saturday’s US-England game was the most widely-watched opening round World Cup  broadcast ever,” according to Time.com. But while ESPN is playing a huge role in sparking interest in the Cup, the sports network’s marketing efforts are not the single reason for America’s newfound love. The fans, existing and new, have always been there, but now there are new means to connect with them.

Social media.

Online buzz for the World Cup surpassed the metrics of any other major sporting event. A broader outreach through familiar online communities is another means to connect with existing fans, and engage new ones.

But marketing efforts and networking aside—America loves sports.

In a time of so much uncertainty, when all we often hear of are worldly disasters and economic strife, we take solace in entertainment and friendly competition…even when your office is plastered in the colors of an opposing team.

What about you—have you always watched the World Cup? Is there a World Cup-related website or application you’ve found to be particularly interesting and cool?