The song is very popular in European football stadia even becoming the anthem of Italy's World Cup win in 2006 and was used in both Euro 2008, when the teams walked onto the pitch at the start of the game[12] and in Euro 2012, when it was played when a goal was scored. Its emergence as a popular sporting anthem can be traced to a bar in Milan, Italy where on October 22, 2003 supporters of Club Brugge K.V. overheard the song while preparing for a UEFA Champions League group match against A.C. Milan and began to sing along. After a 0-1 upset win, the fans brought the song back with them to Belgium, where Brugge began playing it during matches. After Brugge hosted A.S. Roma in a UEFA Cup match on February 15, 2006, the Italian side brought the song back home with them. By the time the World Cup had began in June, the song had become the national team's unofficial anthem.[13]
In response to the song's popularity in Italy, Jack White said:
I am honored that the Italians have adopted this song as their own... Nothing is more beautiful than when people embrace a melody and allow it to enter the pantheon of folk music. As a songwriter it is something impossible to plan. Especially in modern times. I love that most people who are chanting it have no idea where it came from. That's folk music.[14]
During the Scottish Cup Semi-Final in April 2006 where Hearts met local rivals Hibernian this song gained infamy as when Paul Hartley had scored his hattrick and Hearts fourth goal against Hibs this song was played to which the Hearts fans started chanting to the chorus "Oh the Hibees are gay".
The song is also played at home games of A-League team Melbourne Victory following a team goal, the song has become an almost un-official anthem for the club's fans. Its played too during home games from Estudiantes Tecos from Mexican League.
The song has also become increasingly popular at American college football games, being used at many large venues throughout the country.[15][16] Introduction of the song to college football can be traced to the Penn State football program, where in 2006 a spokesman was inspired after hearing a Public Radio International story about A.S. Roma's use of the song. At about the same time, Arrangers' Publishing Company began to sell sheet music of the song for marching bands and by January 2012 had sold around 2,000 copies.[13] The University of Southern Califonia marching band plays the song in reference to quarterback Matt Barkley's jersey number 7.
It was used in 2011 at M&T Bank Stadium as the official hype-song for the Baltimore Ravens.[17]
It is also played before tipoff at New York Knicks games.
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