The Social World Cup: How brands can win off the pitch
The World Cup has always been football’s biggest cultural moment. But in 2026, it’s shaping up to become something even bigger: the most social sporting event we’ve ever seen.
At Coolr Sessions’ first-ever sport panel, creators, broadcasters and brand leaders unpacked how football fandom is evolving and why social media is now at the centre of the experience.
Hosted by Coolr founder Adam Clyne, and Director of Sport Ben Goldhagen, the conversation brought together football creator Poet, DAZN’s Creator Partnerships Lead Chrissie Hoolahan and Frasers Group’s Head Of Social CJ Awode to explore what brands need to understand ahead of the next World Cup.
Football fans don’t just watch anymore
The panel agreed that social media has fundamentally changed the way fans experience football.
Chrissie said that in previous World Cups it was more “watch the live match and then go on social afterwards… now it’s much more the second screen whilst you’re watching.”
Fans are now watching games while scrolling TikTok, debating on X, checking creator reactions and sharing clips in real time. As Poet explained: “Football is more inclusive than it’s ever been.”
Social has become the place where football culture lives from grassroots creators and fan debates to watch-alongs and instant reactions.
CJ Awode described it as the only platform that truly serves every type of football fan: “Social media is the one place that ticks every single box for football fans.”
Brands can’t force authenticity
One of the biggest talking points of the session was how brands continue to struggle when entering football culture. For Poet, the biggest issue is simple: “Cultural ignorance.”
The panel discussed how football conversations are deeply connected to identity, community and culture. Audiences can instantly tell when brands are trying too hard or don’t understand the space they’re stepping into.
The consensus? Football fans don’t want polished campaigns that feel disconnected from reality. They want brands that understand the culture, collaborate with the right creators and add something meaningful to the conversation.
That’s also changing how brands build teams internally. CJ highlighted the importance of having culturally aware people shaping campaigns before they go live: “A lot of brands need forward thinkers.”
Creators are becoming football’s new broadcasters
The creator economy was another major theme throughout the discussion. From YouTube shows and TikTok lives, to fan-led podcasts and watch-along formats, creators are increasingly becoming the voices audiences trust most.
And while short-form content continues to dominate timelines, the panel felt long-form content is entering a new phase of growth.
Connected TV, podcasts and creator-led YouTube formats are giving audiences a more intentional way to engage, especially as people become more selective about where they spend their attention.
Chrissie predicted that personalization will only accelerate from here: “We’re going to see more and more personalization.”
Meanwhile, Poet made a strong case for protecting authenticity in creator spaces: “YouTube’s the one space where you can actually just be yourself.”
The best football moments still can’t be scripted
As the panel looked ahead to the 2026 World Cup across the US, Mexico and Canada, one message stood out. The brands and creators who succeed won’t necessarily be the ones with the biggest productions or the most polished campaigns.
They’ll be the ones willing to react, adapt and embrace the unpredictability that makes football culture special in the first place. As Poet put it: “The best moments come when you least expect it.”
The future of football content isn’t about controlling the conversation, it’s about preparing well and understanding it enough to know how to be part of it.
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We can’t wait to see you at the next Coolr Sessions!