Spain won the FIFA World Cup, beating Argentina 1-0 in a final that also became known for the tournament's first-ever halftime show, which ended up generating as much online conversation as the result itself. The show, a first for a World Cup final, was directed by Hamish Hamilton, known for his work on Super Bowl halftime performances and Olympic ceremonies, who described it as one of the most demanding productions he has taken on.

Much of the online chatter centred not on the match but on a brief moment during the live broadcast when what looked like a white substance appeared near a microphone, triggering widespread speculation and jokes. Performer Robbie Williams, who took part in the show, responded with humorous social media posts, while figures such as Jon Stewart made wry comments, helping the moment spread further online alongside reaction to Spain's victory.