We have seen a lot of ways to get engagement in the football territory, specially this year with the WorldCup over our heads. Recently I liked the Louis Vuitton's participative approach based on making the most of:
1- A social game: table football
2- The best football celebrities: Maradona, Pelé & Zidane
Check this out http://www.louisvuittonjourneys.com/worldcup/ to see Maradona asking your vote for the winner of the game: Pelé vs Maradona which you will be able to see on the web next May 17th.