{"id":65636,"date":"2026-07-02T16:10:21","date_gmt":"2026-07-02T16:10:21","guid":{"rendered":"http:\/\/flwnet.com\/index.php\/2026\/07\/02\/why-brands-are-bringing-creators-to-the-world-cup-sidelines\/"},"modified":"2026-07-02T16:10:21","modified_gmt":"2026-07-02T16:10:21","slug":"why-brands-are-bringing-creators-to-the-world-cup-sidelines","status":"publish","type":"post","link":"http:\/\/flwnet.com\/index.php\/2026\/07\/02\/why-brands-are-bringing-creators-to-the-world-cup-sidelines\/","title":{"rendered":"Why brands are bringing creators to the World Cup sidelines\u00a0"},"content":{"rendered":"<p>Three weeks into the 2026 FIFA World Cup, brands aren\u2019t just buying media around the tournament \u2013 they\u2019re building <a href=\"https:\/\/digiday.com\/media\/brands-turn-to-creators-to-build-world-cup-buzz-amid-a-logistics-nightmare\/\">entire creator-led activation machines<\/a>, from local microcreators selling host cities to <a href=\"https:\/\/digiday.com\/media\/a-super-bowl-every-two-days-inside-unilevers-50000-creator-world-cup-play\/?itm_source=wp-parsely-content-helper\">influencer-heavy sidelines content<\/a> that turns every match into a days-long stream of social posts.\u00a0<\/p>\n<p>Together, these efforts show how creator marketing around global sports has moved beyond one-off influencer posts to complex, multi-city activation programs designed to drive cultural relevance, tourism, and long-tail content across social and performance channels.\u00a0<\/p>\n<p>\u201cThe U.S. is not the most soccer-loving country, but that breeds an incredible opportunity for brands and content creators to bring exposure,\u201d said Paul Coggiola, president of creators at LIFT Management.<\/p>\n<p><em>Continue reading this article on <a href=\"https:\/\/digiday.com\/media\/why-brands-are-bringing-creators-to-the-world-cup-sidelines\/?utm_campaign=digidaydis&amp;utm_medium=rss&amp;utm_source=general-rss\">digiday.com<\/a>. Sign up for <a href=\"https:\/\/digiday.com\/newsletters\/?utm_campaign=digidaydis&amp;utm_medium=rss&amp;utm_source=general-rss\">Digiday newsletters<\/a> to get the latest on media, marketing and the future of TV.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Three weeks into the 2026 FIFA World Cup, brands aren\u2019t just buying media around the tournament \u2013 they\u2019re building entire creator-led activation machines, from local microcreators selling host cities to influencer-heavy sidelines content that turns every match into a days-long stream of social posts.\u00a0 Together, these efforts show how creator marketing around global sports has [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-65636","post","type-post","status-publish","format-standard","hentry","category-media-entertainment"],"_links":{"self":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/65636","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/comments?post=65636"}],"version-history":[{"count":0,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/65636\/revisions"}],"wp:attachment":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/media?parent=65636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/categories?post=65636"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/tags?post=65636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}