World Cup 2026, the influencers’ tournament turning threat into business for FIFA | OneFootball

World Cup 2026 has become the influencers’ tournament, with FIFA pivoting from policing content to harnessing it for growth.

In Qatar 2022, the mixed zone spiralled into a scramble for selfies and clips before makeshift signs banned photos, selfies and videos. According to El Periódico Mediterráneo, in Mexico, Canada and especially the United States that control is no longer realistic, so FIFA now spies opportunity.

Gianni Infantino has, in effect, joined the creators, feeding five point two million Instagram followers with stories and reels, chasing audiences drawn to vertical video.

Two unlikely poster boys underline the shift. New Zealander Tim Payne was spotlighted by Argentine creator Valen Scarsini, his Instagram rising from fewer than 5,000 to five million in days. At 32, after a career in his home league, Olimpia of Paraguay decided to sign him.

Cape Verde goalkeeper Vozinha surged from roughly 50,000 followers to 29 million after shining against Spain, then facing Argentina. He arrived as a reserve at a Portuguese second-tier club and, at 40, is now linked to Inter Miami of Leo Messi. Whether clubs chased the player or the brand, their viral fame surely helped.

FIFA named TikTok a preferred platform in January, with a claimed 42% uplift in the chance viewers watch live after sports clips. IShowSpeed’s reaction reels from the stands, or chats with Infantino, can outstrip match broadcasts in some markets, turning reach into revenue.

Controls on non-broadcast video have eased, while live matches and one-on-ones remain for rights holders. Creator moments abound, from Jero Freixas handing Messi his Algeria MVP to IShowSpeed joining a starry pre-final ceremony, and Erling Haaland’s vlog drawing about 25 million views. Whatever the winner, this edition belongs to the influencers.

Source: El Periódico Mediterráneo