Meta introduces new World Cup experiences on Threads, Instagram, Facebook, and WhatsApp. Users get themed content, live updates, and interactive features. Marketers see expanded campaign opportunities.
Meta is launching a suite of World Cup-themed features across Threads, Instagram, Facebook, and WhatsApp, aiming to drive user engagement and open new campaign opportunities for publishers and marketers. The company is collaborating with broadcasters, national teams, commentators, creators, and players to deliver tournament coverage directly within its apps.
On Threads, users can access game highlights and join live pre- and post-match discussions hosted by former soccer stars such as Sergio Aguero and Ian Wright. A dedicated “World Cup” community serves as a central hub for player content and live match scores, complete with national team branding. Threads also introduces themed stickers and emojis for users to interact with tournament content.
Instagram now features a revamped search experience that directs users searching for World Cup topics to a curated hub. This hub aggregates real-time Reels, Stories, and featured accounts from official broadcasters and national teams, making it easier for fans to follow the action as it unfolds.
Facebook users can activate a special “football mode” by double-tapping the app’s logo, transforming their feed into a World Cup-themed experience. The platform’s “wear it” AI Edit tool allows fans to virtually try on national team jerseys and share selfies. Messenger is sending live match highlights directly to group chats, and users can opt in to “Live Updates” to follow match play together in real time.
On WhatsApp, Meta has partnered with Adidas to add an emoji depicting the official 2026 tournament match ball. Users making calls on the app can also access new World Cup live video filters and calling effects, further integrating the tournament into daily conversations.
With Meta and other social platforms heavily promoting World Cup content, marketers are positioned to launch tournament-specific campaigns across multiple digital environments. This approach mirrors strategies seen in other sectors, such as retail media networks leveraging the World Cup for campaign activations, as discussed in recent coverage of retail media’s World Cup initiatives.
