The 2026 World Cup May Belong To Creators, Not TV Networks

InnovationCreator EconomyThe 2026 World Cup May Belong To Creators, Not TV NetworksByIan Shepherd,Contributor.Forbes contributors publish independent expert analyses and insights. Ian Shepherd is an investor and host of the Business of CreatorsFollow AuthorMay 27, 2026, 02:09am EDTZURICH, SWITZERLAND - DECEMBER 13: A view of FIFA World Cup 26' Winner Trophy as draw for the 2026 World Cup European qualifiers kicks off in the FIFA headquarters in Zurich, Switzerland on December 13, 2024. The opponents of the Turkish National Football Team will be determined. (Photo by Dursun Aydemir/Anadolu via Getty Images)Anadolu via Getty ImagesThe 2026 FIFA World Cup may become the most creator-driven sporting event in history.Not because creators will replace broadcasters outright, but because an entire generation of fans now experiences sports through personalities instead of networks. For Gen Z audiences especially, football increasingly lives on TikTok clips, YouTube watchalongs, Twitch streams, Instagram memes and creator commentary long before and after the match itself.We’re seeing more and more that traditional broadcasters still own the rights but creators increasingly own the attention. That dynamic could reshape how fans engage with the soccer World Cup across the United States, Canada and Mexico next month.According to a recent report from GWI, 70% of sports fans now follow athletes or teams on social media, while younger audiences are increasingly discovering brands and sports content through influencers rather than traditional advertising channels.At the same time, Deloitte reports that sports are rapidly converging with entertainment and digital media ecosystems, driven largely by changing consumption habits among younger viewers. The implications are massive for leagues, sponsors, platforms and media companies.Sports Media Has Become Personality-DrivenFor decades, sports media revolved around institutional gatekeepers: television networks, newspapers and offic...