Tencent had more than 120 people at The World Cup by early May

"China isn't known as a hotbed of soccer super fans. But Chinese internet giant Tencent is betting that people nonetheless want to keep up-to-speed on the World Cup. So it's planning a continuous blast of live match broadcasts; news and commentary; scores via app and instant messenger; social games; and interactive commentary on WeChat, the company's hot social app.
To put things in perspective, Tencent already has more than 120 journalists, editors and photographers on the ground in Brazil. And the company has lined up sponsors including Nike, Toyota, Budweiser, Head & Shoulders and local beer brand Tsingtao, said Sophia Ong, Tencent's GM for planning and implementation, in an interview."

Source:  AdAge, 2nd May 2014