DAZN turns to creators to power World Cup coverage

Sports streaming platform DAZN is recruiting 48 fan creators to help tell the story of the FIFA World Cup, one for each nation competing in the tournament’s expanded format.

The initiative, called DAZN48, is a global search for creators who can act as cultural correspondents for their country – producing content for platforms including TikTok, Instagram and YouTube throughout the competition.

Selected creators will be featured across DAZN’s global channels, with the possibility of joining the platform on the ground from the semi-finals onwards.

To be eligible, applicants must have at least 3,000 followers on one social platform, be aged 18 or over, and be fluent in both English and their local language. They must also be based in the country they wish to represent. Applications close on 10 May.

DAZN has previously indicated it views creator-led programming as a way to get more out of expensive sports rights. As previously reported by The Daily Influence, this reflects a wider shift across sports media, with platforms increasingly turning to creators to extend their reach around major events

Announcing the initiative, DAZN chief executive Shay Segev said it would tell “the fans’ eyes story of the World Cup” through a global network of creators representing each qualified nation.