In reality, it would have been strange to hold a Grand Universal Exposition without at least one football pitch (above all, if it's in Italy). In the beginning there was none. What happened? A miracle typical of communities in the Social Media era. With the launch of the event, dozens and dozens of digital communities sprang up. On the most diverse social channels. Facebook, Instagram, Tinder and Pinterest… At a certain point, in one of these communities, some guy (in fact a gal) said: sorry, we've come from a hundred different countries… ...why don't we organize our own [World Cup](https://www.facebook.com/mondialiexpo2015?fref=ts)? In the social media world everything's fast and speedy. The groups grew, 64 teams, Italian-style heats and then a second direct elimination phase, until the champions were found. All of this to say that this pitch in itself has no special and/or particular characteristics. But what has been unleashed (and is still being unleashed) is the physical manifestation of an infinite energy in the immaterial worlds of the new and Social Media. One of the most incredible layers of the whole of Expo 2015. Here then, an interesting moment when the digital world enters into contact with the analogue one. May the best one win!