Brand

DAZN Taps Creators for FIFA World Cup 2026 With Fan-First Content Push

Published on April 30, 2026

DAZN has launched DAZN48, a global initiative that will recruit 48 soccer creators to produce social-first content around the FIFA World Cup 2026, with each creator representing one of the 48 nations competing in the tournament.

The sports entertainment platform announced the program on April 24, describing it as an effort to deliver fan-perspective coverage across DAZN’s own platforms and social media channels. Selected creators will produce daily reactions and cultural storytelling throughout the tournament, which begins in June.

“DAZN48 will place fans at the centre of the World Cup,” said Quim Domenech, EVP Global Content and Editorial at DAZN. “Creator-first content brings an authenticity, immediacy, and cultural relevance that resonates deeply with our users. By empowering creators to tell their stories, we’re delivering a richer and more personal way to experience the tournament that reflects how football is lived and felt by fans around the world.”

Soccer creators can apply at dazn.com/dazn48. DAZN noted that the initiative is independent and not affiliated with, endorsed by, or sponsored by FIFA.

A Growing Playbook for Tentpole Events

DAZN’s move reflects a pattern taking shape across major sports broadcasters. NBCUniversal deployed a similar creator program for the 2026 Milan Cortina Winter Olympic Games, partnering with YouTube, Meta, and TikTok to place more than 25 creators on the ground in Italy with direct access to athletes and competitions. The broadcaster’s earlier Paris Creator Collective, built around the 2024 Paris Olympic Games, generated over 300 million views across social platforms.

Research from social video intelligence platform Tubular Labs adds further industry context. An analysis of social video behavior across Instagram, YouTube, and TikTok between July 2025 and March 2026 found that World Cup-related audiences engage heavily with content outside traditional sports formats, that longer videos outperform short-form clips by engagement on YouTube, and that reach and engagement on TikTok peak on different days of the week. Taken together, the data points to an audience that media companies and creators are still learning to map ahead of the tournament.