Please keep in mind that FIFA14 was one event, we still broadcast many other events and channels simultaneously ( private and public).
About why chose HLS over RTMP, in our experiments HLS showed to be easier to scale than RTMP (maybe because the latter is stateful + the current players don't have an optimized adaptive bitrate algorithm + it's easier to scale http over rtmp)
I disagree (maybe with a little context you will do understand):
* We were only allowed to broadcast to Brazil.
* We already have all the servers and needed bandwidth, why would you pay when you already have all the servers?
Why not just use Akamai for RTMP ingest and delivery? From my experience they can do all that was described and at scale.