The biggest sports tentpoles, from the Super Bowl to the Olympics, have become the closest thing platforms have to guaranteed windfalls. Everyone circles the same moments, intent on wringing as much commercial upside from a captive global audience. Against that backdrop, X is angling for an early edge heading into next year’s FIFA World Cup. The platform is using the tournament’s draw as an early proving ground for a broader strategy to reassert its creator content around live events.
“The idea is to plant a flag in the World Cup conversation and marketplace on what is the first marquee moment,” Monique Pintarelli, the platform’s head of Americas, told Digiday.
The hope being that it piques enough advertisers interest to see the social network as a place to park swathes of their marketing dollars for the soccer tournament.
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