This talk will present a summary of how the OWLIM triplestore has been successfully integrated into the Semantic Web publishing stack powering the BBC‘s 2010 World Cup site, performing OWL reasoning with continuously changing data and handling millions of SPARQL queries per day. A summary of some of the OWLIM features (e.g. high-performance reasoning & retraction, scalable replication cluster, optimised owl:sameAs) — which make using RDF technology for such a high-profile application scenario feasible -- will beprovided as well.