How streaming creators built a new broadcast blueprint at the World Cup

July 13, 2026 As the 2026 FIFA World Cup nears its conclusion, a parallel broadcast has emerged alongside the official TV feed: creator-led livestreams from inside the stadiums and FIFA fan zones on Twitch and YouTube. This creator coverage isn’t color on top of the main feed — it’s a new broadcast layer built around community, drawing in younger viewers who show up for the streamer first and the soccer second. Advertisement TOP STORY The Creator Economy How streaming creators built a new broadcast blueprint at the World Cup Livestreaming creators offer new ways to broadcast sports to diverse audiences; this 2026 FIFA World Cup may be the new blueprint for leagues OTHER THINGS TO KNOW The strongest cultures are built on values that show up in how teams work, grow and support one another every day. Recognize how your company brings these values to life with the Work/Life Awards. The most valuable influencer in a given category probably has no followers, no media kit and no idea they’re influencing anyone. They’re the leader of a friend group. When they pay, their friends do too. Partner insights from PayPal Ads. Many purported paradigm shifts have come and gone. While most are simply old ideas with new packaging, there’s a genuine signal front and center that the industry has consistently underutilized: carrier data. Partner insights from Blis. MEDIA & PLATFORMS The Sports Marketing Playbook NASCAR rebuilds its commercial engine to tempt back motorsports fans Behind the scenes, the motorsport and racetrack business hopes a commercial refit and consumer-facing hero campaign can help it hold the line amid F1’s growing U.S. popularity. Member exclusive Media Buying Briefing: How Mediasense and other consultancies are girding for a busy second-half If the agency world is on the verge of another mediapalooza, then advisory firms need to be at the ready, including Mediasense which has a new CEO. PARTNER INSIGHTS FROM PATIENTPOINT How health and wellness businesses can apply skills they already know to new inventory Traditional channels often mean choosing between scale and audience quality. Using existing programmatic strategies, companies can expand into new inventory, such as doctors’ offices, to reach qualified audiences at the most ideal moments of heightened relevance. PARTNER INSIGHTS FROM CELTRA Live case study: How Crypto.com builds real-time marketing campaigns at speed On Aug. 5 at 10 a.m. ET, join this live session to learn how Crypto.com unlocked new strategic possibilities through real-time creative with tricks for navigating highly regulated industries, like gaming, finance and healthcare. Advertisement WTF SERIES Modern Newsroom WTF is SPUR’s publisher-run Content Telemetry Framework? SPUR is publisher‑run and fixated on one thing: turning AI’s use of their content from opaque scraping into a transparent, usage‑based licensing system they control.  PARTNER INSIGHTS FROM CLINCH How a unified system unlocks an AI advantage In advertising, AI without infrastructure is just noise. But in a unified system with connected workflows, AI acts in an organized, accountable way, and signals build to create a meaningful advantage. ICYMI Member exclusive D+ Research: Marketers hesitate to adopt AI for influencer and CTV marketing Advertisers embrace AI for social media and retail media marketing, but are slower to adopt AI for influencer and CTV marketing. The Sports Marketing Playbook Nike versus Adidas: Who’s spending more in race to claim the World Cup crown? With the World Cup at the midway point, ad spend estimates show the apparel rivals taking opposite tacks in their media approaches. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy