How Brands Can Engage Football’s Social Playmakers During the Premier League
The 2026 World Cup reminded us that football’s true cultural architects are the fans.
With an expanded group of 48 nations competing, the tournament was a truly global culture clash. FIFA’s digital channels alone enjoyed record engagement with an estimated 20bn views across all platforms.
Fans transcended tribal loyalties, flexing creativity and rebelling against stereotypes of what football fandom looks like. For example, the state of Kansas embraced the Algerian national team who trained there. Meanwhile, creators on TikTok analysed the luxury bags that players carried and lowered the barrier to entry by doing reality TV-style breakdowns that cover gossip, tea and drama.
Now, as the focus shifts from a global tournament back to the weekly rhythm of the Premier League, brands face a new challenge: translating four weeks of international viral fandom into a nine-month domestic campaign. Here is how marketers can apply these World Cup lessons to the upcoming Premier League season.
Lean into playful fan energy
Look at the engagement between Fly Norwegian and British Airways, who used social to make a friendly bet with one another about swapping their logo on Instagram depending on who won the quarter final. Fly Norwegian's original post received 8.8 millions impressions and over 325,000 engagements organically, while getting picked up by fans and press across the world.
For Premier League sponsors, the weekly cadence of derby matches and rivalries offers endless opportunities for real-time, low-stakes banter. Brands should reflect how fans actually speak to each other in the group chat.
Show up at the blurred line between sport and culture
Rather than activating their World Cup sponsorship solely via sports creators, Airbnb tapped up Matty Matheson: a proud Canadian chef who featured in hit TV show The Bear. They created a series with him that focused on learning about football and its fan culture, leaning into the fact he’s a novice in the space.
The Premier League's global audience extends far beyond tactical diehards. Brands can broaden their reach by engaging lifestyle, fashion, and entertainment talent who frame the matchday experience through a different cultural lens. On the other hand, brands should monitor conversations that start in the sport but play out in culture-at-large in order to drive fame and virality.
React to the stories that fans are gravitating towards
The fan creativity that stood out at the World Cup wrote its own rules. Unaccredited photographer Flo Pernet was denied pitch side access in North America, so she shot broadcast TV screens to guide her creative direction. Spotting her unique aesthetic, the Portuguese Football Federation commissioned her directly, yielding over 1.5 million engagements on their official channels.
Similarly, when the image of Messi bathing an infant Lamine Yamal resurfaced, Huggies spotted an opportunity, reacting with an image of an empty baby bath (they’re not a sponsor of Yamal or Messi) with the caption 'they grow up so fast'. It inserted the brand into the moment and earned press and social media coverage. Their post on Instagram earned 60,000 engagements alone.
While official sponsorships grant access, brands don't need exclusive rights to dominate the conversation. Agile, real-time reactions will allow brands to jump on emerging matchday stories as they unfold live.
Ultimately, the brands that win the upcoming Premier League season will be the ones actively co-creating with the fans, driving culture and elevating the fan experience both on and off the feed.
Learn more about the fandoms that fuelled the 2026 World Cup in We Are Social’s Fandoms You Should Know About: The Real Stars of the World Cup here.
