Twitter is mobilizing its own kind of upfront market in preparation for the 2014 FIFA World Cup in Brazil, working with PricewaterhouseCoopers to auction off related promoted trends later in July.

This marks the first time the social media company has set up an auction specifically for a tentpole event and hints at how Twitter intends to sell inventory for future events such as the Oscars, the Super Bowl and the Olympics. Promoted trends appear at the top of the list of Twitter trending terms. They differ from promoted tweets in that they must be bought out at a flat fee for an entire market for a day. In February, Twitter hiked up its promoted trends price tag to $200,000 per trend, but the World Cup packages now on the table will reach more than 50 countries, a a value estimated at $600,000 per trend.

The auction for the World Cup “gold” package is set to take place on July 25, while the auctions for the “silver” and “bronze” packages are slated for July 30.

Read more about it at Ad Age.

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