Fifa's latest foray into the influencer world is proving to be a lucrative and far-reaching move. The World Cup this year will be the first major sporting event to heavily incorporate digital creators, with an avalanche of posts expected from popular TikTok personalities.
The deal marks a turning point in sports coverage as Fifa seeks to tap into the creator economy's ability to reach younger audiences and generate buzz around events. With influencers playing a crucial role in shaping the conversation around sports, the platform promises to bring fans "closer to the action" than ever before.
In tandem with this move, Dazn has been exploring similar partnerships for its own sporting events. The streaming service has successfully enlisted a range of creators to post behind-the-scenes content and interviews, generating significant engagement among its audience.
According to reports, Fifa's creator platform is set to serve multiple purposes beyond mere promotion. It could become a new revenue stream, with the football federation taking a cut from advertising revenue on TikTok. Furthermore, it may offer an expanded reach for existing sponsorship deals, as well as establishing relationships that could ultimately lead to the acquisition of broadcast rights.
However, not everyone is convinced of the influencer's effectiveness in driving viewership growth. François Godard, a media research expert, notes that traditional TV viewing among younger demographics has actually decreased over the past decade, suggesting sports' unique advantage lies in its live nature and lack of alternatives.
Additionally, Fifa's partnership with TikTok appears to be complicated by existing rights deals with traditional broadcasters. A sublicense deal with Fox, for instance, remains unresolved, while the BBC and ITV hold joint broadcasting rights in the UK.
Despite these complexities, Fifa seems determined to harness the influencer economy to shape its World Cup coverage. As a result, the stage is set for an unprecedented level of engagement from digital creators – with fans eagerly anticipating the influx of exclusive content on TikTok.
The deal marks a turning point in sports coverage as Fifa seeks to tap into the creator economy's ability to reach younger audiences and generate buzz around events. With influencers playing a crucial role in shaping the conversation around sports, the platform promises to bring fans "closer to the action" than ever before.
In tandem with this move, Dazn has been exploring similar partnerships for its own sporting events. The streaming service has successfully enlisted a range of creators to post behind-the-scenes content and interviews, generating significant engagement among its audience.
According to reports, Fifa's creator platform is set to serve multiple purposes beyond mere promotion. It could become a new revenue stream, with the football federation taking a cut from advertising revenue on TikTok. Furthermore, it may offer an expanded reach for existing sponsorship deals, as well as establishing relationships that could ultimately lead to the acquisition of broadcast rights.
However, not everyone is convinced of the influencer's effectiveness in driving viewership growth. François Godard, a media research expert, notes that traditional TV viewing among younger demographics has actually decreased over the past decade, suggesting sports' unique advantage lies in its live nature and lack of alternatives.
Additionally, Fifa's partnership with TikTok appears to be complicated by existing rights deals with traditional broadcasters. A sublicense deal with Fox, for instance, remains unresolved, while the BBC and ITV hold joint broadcasting rights in the UK.
Despite these complexities, Fifa seems determined to harness the influencer economy to shape its World Cup coverage. As a result, the stage is set for an unprecedented level of engagement from digital creators – with fans eagerly anticipating the influx of exclusive content on TikTok.
! It's about time they get with the times and tap into the creator economy, you feel? They're trying to reach younger audiences and create buzz around events – it's a solid strategy if you ask me. I mean, who doesn't love behind-the-scenes content and exclusive interviews from their fave TikTok creators? 
It's going to be lit!
. François Godard makes some valid points – is social media really going to make a dent in traditional TV viewing? And what about those existing rights deals with traditional broadcasters? That does seem like a bit of a mess.
. Fans are already stoked for all the exclusive content on TikTok – and who knows, maybe this influencer economy thing will even make some real money for the football federation 
. One can only hope!
but seriously tho, i think it's dope that they're trying to reach out to a younger audience, cuz let's be real, traditional sports media just ain't getting the job done anymore. 
and yeah, having these popular tiktok creators on board is def gonna bring more buzz around the world cup. 
but idk about the whole revenue stream thing, i mean, isn't that like, already being taken care of by dazn and fox and all? 
still, can't wait to see what they come up with! 
. And I mean, if they can make it work, it could really bring fans closer to the action – which sounds pretty awesome, especially for a sport that's all about excitement and drama 
. But, at the same time, I don't know how much of an impact these influencers will actually have on viewership numbers 
At the same time, if this can help get more people into sports and make the experience feel more... interactive, I'm all for it! Maybe it's a win-win? 
It's like Fifa's trying to put together a jigsaw puzzle blindfolded while doing a backflip 
. Let's see what the future holds! 
. As long as they're creating content that's actually engaging and useful, I'm good 
.
. I mean, think about it - younger people are glued to their screens, and if you can get them excited about sports, that's a goldmine right there 
. The fact that Dazn is already experimenting with influencer partnerships shows they're on the same wavelength as Fifa here. It's gonna be wild to see what kind of content these digital creators come up with 
.
Still, I guess we'll just have to wait and see how it all plays out 
.
. It's a bold move, but if it pays off, that's all that matters 
It's not just about the game itself, but the community that comes with it. If these digital creators can help bridge that gap for new fans and get old ones hyped too, then I'm all in 
.
I'm loving this move by Fifa! It's all about being more connected to the fans and making the World Cup experience even more epic 
. And let's be real, who doesn't love a good influencer takeover? 
". I mean, it's not like traditional TV viewing is dying out or anything (although François Godard does make a valid point about sports being live and all that jazz 
. But hey, progress, right? 
But overall, I think it'll be interesting to see how this all plays out. Maybe we'll get a new wave of sports fans who are just discovering the game through social media and influencers? 
.