Bringing Fans Close to the World Cup on Snapchat

The World Cup returns to the United States this summer for the first time in more than 30 years, and Snapchat is showing up in a way that only Snapchat can. From stadium sidelines with fan-favorite creators and athletes, to immersive AR, and IRL experiences across major U.S. cities, Snapchat is bringing the World Cup closer to fans-live, on the ground, and alongside the communities experiencing every moment in real time.

With over 215M Snapchatters watching sports content per month on average and 85% of daily Snapchatters planning to watch or keep up with this year's World Cup, Snapchat continues to be a destination where fandom comes to life through storytelling, self-expression, and shared experiences that move seamlessly from the screen into the real world.

Here's a look at how Snapchat is bringing the World Cup to life this summer:

To capture the excitement on the field, Snapchat is partnering with top Snap Stars and creators to bring fans closer to the tournament through Stories and Spotlight. With 62% of World Cup fans on Snapchat typically watching or following content from players, teams, or creators during the tournament, creator-led coverage has become an increasingly important part of the fan experience.

As part of Snapchat's World Cup creator coverage, Alix Earle will be on the ground delivering exclusive behind-the-scenes moments, candid reactions, and immersive tournament access directly to her audience on Snapchat. Her coverage will give fans a front-row seat to the energy surrounding the matches, from pre-game anticipation and fan celebrations to the moments in between that make the World Cup unforgettable.

"Snapchat is where I bring my community along in real time, so I'm excited to take them with me for the World Cup," said Alix Earle, global social media personality. "I'll be sharing everything around game day-getting ready, seeing the fans, being in the crowd, and all the moments you don't always see on TV. I want my Snapchat community to feel like they're right there with me for all of it."

Joining the coverage, Jared McCain will bring his unique voice, personality, and fandom to Snapchat's World Cup storytelling, capturing the atmosphere around the games and connecting sports culture across communities.

In addition to marquee talent, Snapchat is activating a scaled creator program featuring 50+ creators sharing always-on World Cup content across Stories and Spotlight throughout the tournament, including Ross Smith, Eva Gutowski, AT Frenchies, Lauren Giraldo, Ocky Way, and others.

Snapchat is expanding athlete storytelling through partnerships with global players, including João Félix (Portugal), Sergiño Dest (U.S.), Dayne St. Clair (Canada), Erling Haaland (Norway), Sadio Mane (Senegal), David Alaba (Austria), Cody Gakpo (Netherlands), Alphonso Davies (Canada), and more. With 63% of Gen Z saying they enjoy following professional athletes on social media, Snapchat is helping players connect with fans in more authentic, personal ways. Through Snapchat onboarding, custom creative tools, and Snap School training programs built for athletes and teams, players are sharing more of the moments fans rarely get to see-from preparation and travel to candid off-pitch moments and tournament celebrations.

This summer Snapchat is launching 30+ World Cup experiences so fans can celebrate wins, rep their country, and show their fandom in ways that feel personal, playful, and distinctly Snapchat:

• Official team and organic country Lenses across 20+ national teams

• A dedicated Lens collection for fans around the globe

• Match-moment and geofenced AR experiences featuring real-time scores throughout the tournament

• Official creative tools

• Bitmoji merch drops with partners including U.S. Soccer, adidas, and Nike

• A World Cup Topic Chat for fans to discuss the action in real-time

Snapchat is deepening its relationship with various federation partners, including U.S. Soccer, Canada Soccer, The Football Association (England National Team), and the France National Football Team, with custom content, exclusive Bitmoji collections, and custom AR Lenses built specifically for fans throughout the tournament. Snapchat will also help power the fan experience at U.S. Soccer House in Venice, bringing interactive experiences into the heart of tournament culture.

Beyond the app, Snapchat is bringing the World Cup into the real world through activations in Los Angeles and New York City, creating new spaces for communities to celebrate the tournament together.

Throughout the tournament, Snapchat will take over the U.S. Soccer House in Los Angeles with immersive experiences designed to help fans, creators, and partners connect around the biggest moments of the tournament. Later in the summer, in partnership with the NYNJ World Cup 2026 Host Committee, Snapchat will activate at the official NYNJ World Cup 26 & Telemundo Fan Village at Rockefeller Center from July 6-19, and the FIFA Fan Festival at USTA Billie Jean King National Tennis Center from June 11-27, bringing Snapchat Cam, AR experiences, and creator-led moments directly to fans on the ground.

From watch parties and fan zones to immersive installations and live creator coverage, Snapchat is creating spaces where World Cup fandom can be experienced, captured, and shared in real time.

From kickoff to the final whistle, Snapchat is making the World Cup bigger, closer, and more interactive for fans everywhere-bringing the world together one Snap at a time.

Happy Snapping! ⚽

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