27/05/2026
One key takeaway from my playbook, The Role of Social Media in Modern Sports, stands out as we approach World Cup 2026:
“Footballers are increasingly becoming media companies themselves.”
This shift may fundamentally change the relationship between athletes, broadcasters, sponsors, and audiences during this World Cup cycle.
For decades, broadcasters controlled the storytelling in football. Today, elite footballers have audiences comparable to major media institutions. Their platforms impact sponsorship value, fan behaviour, narratives, and global attention in real time.
This carousel explores how athlete-owned media is beginning to disrupt traditional football broadcasting and why the World Cup 2026 could serve as the clearest indicator of this transformation.