YouTube and FIFA will hold the first-ever YouTube FIFA Creator Cup on July 12 at Wollman Rink in Central Park, an exhibition match led by IShowSpeed that will stream globally on FIFA’s official YouTube channel and simulcast on the creator’s own channel.

As announced in a blog post, Dove Men+Care and Lay’s will serve as official livestream partners for the event, which brings together two rosters of YouTube creators, FIFA legends, and other talent with a combined reach of more than 270 million subscribers.

The match kicks off at 5 p.m. ET. Former FIFA World Cup winners Cafu and Marco Materazzi will coach the two squads, which include AboFlah, CazeTV’s Allan Stag, Blou, Brittany Wilson, Celine Dept, Coringa, Freda Ayy, JasonTheWeen, Marlon, Mercedes Roa, Receba, Séan Garnier, the Sidemen’s TBJZL, Zhong and Zias.

“The World Cup is the biggest stage in the world, and we’re bringing that same energy to Central Park,” IShowSpeed said. “Football brings everybody together, and that’s what I love about it. To do this with YouTube and FIFA, live in New York City, with fans watching from all over the world, it’s going to be special. I’m ready to compete and give everybody a show.”

FIFA Chief Refereeing Officer Pierluigi Collina will oversee the match. Sam and Kristie Mewis of The Women’s Game and Zach Misischia and Brian Conforth of the Makeshift Project will work as sideline reporter duos, and Max Bretos will call play-by-play from Central Park.

YouTube’s Wider FIFA Push

The Creator Cup extends the preferred platform partnership YouTube and FIFA announced in May. YouTube revealed the broader outlines of that arrangement on June 10, naming a 25-creator roster assembled to cover the tournament with a combined reach of more than 350 million subscribers, and disclosing the Creator Cup itself without naming team captains or other match details at the time. 

FIFA World Cup 2026 content on YouTube has since drawn more than 1 billion views. TikTok holds a parallel preferred platform agreement with FIFA and launched its own 30-creator “Creator Correspondents” program in May.

Dove Men+Care’s role as a livestream partner comes as its parent company runs one of its largest World Cup marketing efforts. Unilever Personal Care has activated more than 35 brands, including Dove Men+Care, across more than 120 markets as the tournament’s Official Personal Care Sponsor, working with more than 50,000 creators as part of a company-wide shift toward Influencer Marketing.

IShowSpeed, whose real name is Darren Watkins Jr., brings an existing relationship with FIFA to the event. His song “World Cup (Champions)” was added to the Official FIFA World Cup 2026 Album in June after drawing more than 50 million combined views across platforms in its first 24 hours, and FIFA President Gianni Infantino appeared on Watkins’ channel in May 2025 to unveil the Club World Cup trophy.

The YouTube FIFA Creator Cup will stream live on FIFA’s official YouTube channel and on IShowSpeed’s channel starting July 12 at 5 p.m. ET.

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