A 15-second spot aired during a World Cup match on ZDF featured Maximilian "HandOfBlood" Knabe as a fictional club president. The ad took aim at FIFA and the evolution of the tournament. The campaign also promoted Knabe's beverage brand.
Media and content professionals tracking the intersection of influencer marketing and live sports saw a notable moment during the World Cup broadcast on ZDF. During the second half of the Switzerland vs. Algeria match, Maximilian "HandOfBlood" Knabe appeared in a 15-second commercial, using his satirical persona "Präsident Knabe" to address FIFA and comment on the direction of the football World Cup.
Knabe's character, the fictional president of Eintracht Spandau, is known for parodying traditional sports officials and highlighting common stereotypes about club leadership. Eintracht Spandau operates as a registered club in Berlin's Spandau district, active in both esports and small-field soccer. The spot, funded by Knabe's own beverage line Knabe Drinks, briefly showcased the product "Knabe Mix" before the segment ended.
Knabe has previously stated in livestreams that he is a football fan but has chosen to boycott both the current and previous FIFA World Cups. He cited disappointment with the tournament's development and what he described as a decline in the importance of human rights and democratic values. His satirical approach in the ZDF spot continued this critical stance, blending commentary with brand promotion.
Outside of football, HandOfBlood is recognized for his Twitch streams and YouTube videos focused on gaming. He also leads the Gute Gesellschaft group, which includes Knabe Drinks, Eintracht Spandau, the Sidekick video game publisher, and Corrupted Blood, a brand for metal music, concerts, and fashion projects. The World Cup spot was produced by the influencer marketing agency Instinct3, according to company statements.
This campaign reflects a broader trend of creators leveraging major sports events for brand and message amplification. For example, Unilever recently mobilized tens of thousands of creators for its own World Cup campaign, as detailed in this report on large-scale influencer activations during the tournament.
