So, whilst the internet provides those of us watching with an extra dimension to our experience, it's also good for advertisers - if they can connect how we second-screen to key moments in the action, be it goals, scores or dodgy refereeing decisions.
For advertisers, it's about using technology to take a TV moment and extend the audience reach of the ad in real-time for better engagement and ROI.
This explosion in sharing is another potential goldmine for marketers as it indicates a strong degree of real-time intent among consumers that can be used to enhance real-time online ad campaigns, particularly using programmatic technology.
For example, questionable refereeing decisions will be heavily shared and tailor-made for a brand associated with eyesight, such as Specsavers, or decision-making, such as online take-away platforms like Just Eat and Hungry House, who could identify people interacting with this type of content and send them related messaging.
Imagine how much more relevant you'd consider a Specsavers ad if you'd just seen a referee clearly miss something he should've seen!
It subsequently targeted this audience as being potentially 'interested in The Cheltenham Festival' and saw a remarkable 12-1 ROI on ticket sales.