The suits in Cannes aren't just sipping rosé; they are actively figuring out how to monetise your World Cup addiction, and the verdict is that the traditional broadcast is effectively dead for the next generation. Anmol Malhotra, Head of Content at Snap, and Steven Galanis, CEO of Cameo, took the stage at Cannes Lions to dismantle the old sports media playbook. They argued that the FIFA World Cup is no longer a passive viewing experience but a catalyst for a massive second-screen phenomenon.
Malhotra highlighted that for Gen Z, the action happens on vertical screens, where bite-sized highlights and augmented reality lenses drive engagement far more effectively than the 90-minute linear broadcast. Galanis reinforced this, noting that the demand for personalised fan connection is skyrocketing, shifting the industry focus from mass media distribution to direct, one-on-one fan interactions. The executives detailed how the World Cup serves as a massive stress test for these new engagement models, proving that fans crave control over how they consume highlights and analysis.
Malhotra emphasised that the "content playbook" is being rewritten in real time, suggesting that platforms must meet fans where they already live—on their phones—rather than expecting them to come to the television. Galanis added that the future of fandom isn't just watching a match; it's about feeling part of the team through personalised digital access and interactions. The consensus is clear: if you aren't engaging fans interactively, you aren't in the game.
This pivot isn't merely cultural; it is a ruthless financial necessity. Advertisers are fleeing the sinking ship of linear television because the metrics simply do not add up anymore. When a teenager watches a 15-second clip on Snapchat, the data captured is infinitely more valuable than the nebulous ratings of a cable broadcast.
Galanis and Malhotra are essentially admitting that the attention economy has fragmented to the point where broad strokes no longer pay the bills. The World Cup is merely the vehicle, but the destination is a hyper-targeted advertising ecosystem where every interaction is trackable, monetisable, and optimised for the algorithm rather than the traditional 30-second spot. The implication for the average fan is a complete restructuring of access.
We are moving away from the era where everyone sees the same feed at the same time toward a fragmented, pay-to-play digital landscape. If you want the inside scoop or a personal shoutout, you will likely have to open your wallet directly to the talent or the platform. This creates a tiered system of fandom where the most dedicated users fund the content ecosystem through micro-transactions and premium interactions.
While this democratises access in some ways, it also risks turning sports from a shared cultural moment into a series of isolated, transactional experiences that live and die within the walled gardens of specific apps. The World Cup’s global reach exposes the fragility of legacy broadcast models. Traditional networks like ESPN and Fox Sports once dominated World Cup coverage, but their linear programming now competes with platforms that offer real-time, shareable highlights and AR-enhanced replays.
Malhotra pointed to Snap’s World Cup Lens, which allowed users to overlay virtual flags and player stats onto their selfies, as proof that engagement isn’t just about watching—it’s about participation. Galanis noted that Cameo’s athlete shoutouts during the tournament generated over 50,000 personalised video requests, a figure that underscores the commercial viability of one-on-one fan interactions at scale. The executives also highlighted the role of data in shaping these new models.
Snap’s internal metrics show that 68% of Gen Z users who engaged with World Cup AR lenses during the tournament also clicked through to sponsor content, a conversion rate that dwarfs traditional ad performance. Cameo’s platform, meanwhile, saw a 40% increase in athlete shoutout requests during live match windows, with users willing to pay an average of $25 per video. These numbers reveal a stark reality: the World Cup’s monetisation potential now lies in its ability to turn passive viewers into active participants, where every interaction—whether a swipe, a share, or a purchase—becomes a revenue stream.
Expect sports media to double down on short-form video and direct-to-consumer fan experiences. The days of the cable package are numbered as tech giants aggressively court the next generation of fans with hyper-personalised, mobile-first strategies that turn every goal into a transactional, viral moment. Galanis and Malhotra agreed that the next frontier is AI-driven personalisation.
They envision a future where fans receive tailored highlight reels within minutes of a goal, complete with predictive analytics on player performance and real-time betting prompts. The World Cup’s 2026 edition, they argued, will be the first major tournament where AI curation and interactive betting integrations become standard, further eroding the boundaries between content, commerce, and consumption. Read at GNews.io
Why this matters
Understanding how tech giants like Snap and platforms like Cameo view major sporting events reveals where sports media consumption is heading next—toward bite-sized, personalised, and highly interactive fan experiences. This shift dictates how rights holders will sell packages and how advertisers will spend billions, fundamentally changing the financial backbone of the sports industry. The World Cup’s monetisation strategies are a bellwether for the future of sports media, where data, personalisation, and real-time engagement replace the one-size-fits-all broadcast model.
Frequently asked
How is Gen Z changing World Cup viewing?
Gen Z prioritises the second-screen experience, engaging with bite-sized content and vertical video on platforms like Snap rather than sitting through traditional 90-minute linear broadcasts.
What is the role of Cameo in sports fandom?
Cameo facilitates personalised fan connections, allowing users to get shoutouts from athletes, which shifts the focus from mass media consumption to direct, interactive relationships with sports figures.
Why does the second screen matter?
The second screen captures attention that the primary screen loses, driving higher engagement through interactive features like AR lenses and real-time social sharing during live events.
How are advertisers responding to this shift?
Advertisers are pivoting to platforms where they can track engagement in real time, such as Snapchat and Cameo, where metrics like swipe-through rates and personalised ad views replace the traditional TV ratings system.
What role does AI play in this new model?
AI is expected to curate personalised highlight reels, predictive analytics, and real-time betting prompts, turning every fan interaction into a monetisable moment during live events.
How does the World Cup benefit from these new engagement models?
The World Cup’s global reach amplifies the effectiveness of these models, with platforms like Snap and Cameo leveraging its massive audience to test and scale interactive, data-driven monetisation strategies.
