Using social media to publicise & promote your event can be the difference between success & failure.  Not just during the event itself but in the post match wash up.  Getting it right can deliver an outstanding return on investment to any sponsor ensuring that next year they're snapping at your heels to be part of it again.  But ignoring the opportunity to have thousands and possibly even millions talk about you is done at your peril.

Here's a useful article explaining the do's and don'ts for success.