From the moment the first World Cup match kicked off last month, brands have been vying for any and all opportunities to turn the soccer games into a real-time marketing moment.

The breakfast of champions is anything but a Belgian waffle today as the U.S. soccer team prepares to take on Belgium this afternoon at the World Cup.

Waffle House is on board with a boycott of the fluffy breakfast food, too.

“We don't believe in Belgium (sic) waffles,” the company’s official Twitter feed said.

The Georgia-based company sells “American waffles,” spokesman Pat Warner said. American waffles are round, while Belgian waffles are square, he said, and American waffles also have smaller and shallower indentations, which allows for better syrup distribution.

Warner said he didn’t expect the social media explosion when the public conversation began a few days ago.

“One of our fans asked us on Twitter about Belgian waffles,” Warner said. “We responded and said ‘We will dominate them.’ It really kind of surprised us how quickly it spread. It kind of gives a nod to how impactful social media is.”

The idea to boycott Belgian waffles came from Waffle House Twitter followers, he said.

Midwesterners eat the largest share of waffles in the U.S. with 28 percent of total consumption, according to the NPD Group. They also eat 40 percent of the French toast consumed in the U.S.

Waffle House has served more than 877 million waffles since it opened in 1955. It currently has 1,700 locations in 25 states, but the only Illinois locations are near St. Louis.

The U.S. soccer team plays Belgium today at 3 p.m. If the U.S. loses its round-of-16 game, it will be knocked out. Chicago is hosting a viewing party at Soldier Field, where officials expect 10,000 to 20,000 people.

“We’re just supporting team USA hoping they come through with a victory today,” Warner said. “We think we have a good shot this year.”

About that "Belgium waffle" tweet? The chain attributed the misspelling to a "blonde moment" on its Twitter feed.

ehirst@tribune.com