The popularity and population of bitcoin is growing by the day thus businesses worldwide are now accepting it. They are also coping up with the advancement of new technology that is why they are adopting it.
Also the hype that recently explodes attracting the attention of the whole world into bitcoin and finally so many people know what bitcoin is, a people mainly in technology and financial sector will trying to learn what is bitcoin and then finally they knows what bitcoin actually is.
The adoption of bitcoin as the mean of payment processor for world cup ticket itself is just a minor example of how a hype could get bitcoin adopted widely.