IShowSpeed headlines first-ever YouTube FIFA Creator Cup

IShowSpeed will headline a creator football match bringing together some of YouTube's biggest names and former World Cup players in New York City, the latest sign of FIFA expanding its use of creators.

The YouTube FIFA Creator Cup will take place on 12 July at Wollman Rink in Central Park and will be streamed live on FIFA's official YouTube channel, as well as IShowSpeed's own channel.

The two teams will be coached by former World Cup winners Cafu and Marco Materazzi, with participating creators including AboFlah, Celine Dept, JasonTheWeen, the Sidemen's TBJZL and Zias. Organisers said the full roster has a combined reach of more than 270 million subscribers.

"The World Cup is the biggest stage in the world, and we're bringing that same energy to Central Park," IShowSpeed said. "Football brings everybody together, and that's what I love about it. To do this with YouTube and FIFA, live in New York City, with fans watching from all over the world, it's going to be special."

Dove Men+Care and Lay's are serving as official livestream partners. Dove Men+Care's involvement forms part of Unilever's wider role as the tournament's official personal care sponsor.

The Creator Cup is the latest example of how the World Cup is becoming a testing ground for new forms of creator-led sports media. TikTok recruited 30 creators to cover the tournament, DAZN appointed fan creators as cultural correspondents for each of the 48 competing nations, and the BBC partnered with the Sidemen on a World Cup watchalong.

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