This summer, the world’s most anticipated football tournament is set to unfold across North America, igniting conversations among billions on our platforms. In a bid to enhance the experience, we are collaborating with creators, athletes, and teams to capture the vibrant culture and discussions surrounding each match—from the exhilarating pre-game build-up to the reflective post-game analysis.
Partnering With Creators, Athletes, and Teams
Our partnerships extend to broadcasters, national teams, commentators, and players, all aimed at delivering unique perspectives on the tournament through our apps. Fans can expect a wealth of content, including key moments, behind-the-scenes glimpses, pre-game rituals, post-match discussions, and the emotional rollercoaster of celebrations and disappointments, all designed for sharing and engaging with friends, family, and fellow enthusiasts.
New Features for Fans Across Meta’s Family of Apps
Threads
Threads is crafted for real-time conversations around the events that matter most. When a thrilling moment occurs on the pitch, fans can turn to Threads for immediate reactions, witty banter, and lively discussions. This summer, we’re enhancing that experience with new features tailored to how fans engage with the tournament.
- Live Chats: Engage in real-time discussions hosted by football commentators, athletes, and creators before, during, and after matches. Fans can react, reply, and interact directly with hosts as events unfold. Notable hosts like Sergio Aguero and Ian Wright will each lead three Live Chats throughout the tournament, with updates available on @threads.
- Football Community: A dedicated community on Threads will serve as the hub for match-day conversations, player content, and post-game debates.
- Live Scores: Real-time match scores will be integrated with national team branding, allowing fans to follow along seamlessly while engaging in discussions.
- Team Flair: Fans can now display a flag badge next to their name and profile picture, showcasing their national pride throughout the tournament.
- Stickers: New sticker packs will be available as soon as fans start posting about matches, adding a creative flair to their expressions.
- Custom Emoji: Football and trophy reactions will be available for tournament-related posts, enhancing the interactive experience. ⚽🏆
- Media Highlights: We will curate top content from broadcasters for fans to read and react to.
- Never Miss a Moment: Important conversations will be spotlighted in Search, along with Game Reminders to alert fans about kickoffs and key moments.
Instagram is set to become the ultimate destination for all tournament-related content.
- Enhanced Search: A new enhanced search experience will guide users to a dedicated destination featuring curated, real-time content from across Instagram, including top Reels, Stories, and highlighted accounts from official broadcasters and national teams, alongside fan-generated content.
- AI-Powered Voice Effects: To elevate the fun of connecting with friends during matches, we’re introducing a new ‘Goal!’ voice effect powered by AI in Instagram DMs, unlocking surprise animations when sent.
Facebook is embracing the football spirit with a suite of new features designed to amplify match-day excitement.
- Football Mode: By double-tapping the Facebook logo at the top of the Feed, users can activate football mode, celebrating the tournament with themed reactions and surprises, including a special football game and custom app icon.
- Wear It: Fans can virtually try on their favorite national team’s jersey using the new Wear It feature, allowing them to share their support through profile pictures, stories, or posts.
- Express Yourself: Exclusive tournament-themed stickers and football-inspired design tools will be available throughout Facebook to enhance fan expression.
Whether celebrating a last-minute goal or lamenting a tough loss, Facebook offers fans new avenues to showcase their pride and share the moment.
Messenger
Messenger is introducing features that bring the tournament excitement directly into group chats.
- Live Updates: This feature delivers real-time match highlights straight into Messenger group chats, transforming delayed reactions into live celebrations as key moments unfold. Activating Live Updates is as simple as tapping the plus sign in the group chat and selecting a game.
- Chat Theme: Fans can enhance their group chat experience with a limited-edition football pitch background by long-pressing on the chat background.
- Stickers: Exclusive animated stickers will be available for fans to express their emotions during the tournament.
WhatsApp is enhancing the group chat experience to match the energy of the tournament.
- Trionda Upgrade: In collaboration with Adidas, the official match ball for the tournament has been integrated into WhatsApp, upgrading the football emoji to the Trionda ball.
- Calling Effects: New football-themed calling effects will add a layer of fun to group video calls, allowing users to apply filters during live sessions.
- Football Sticker Packs: A football-themed sticker pack will be available for fans to express their feelings about the matches.
- A Dedicated Football Directory: Expect match-day countdowns, behind-the-scenes moments, and real-time highlights from channels across WhatsApp, bringing together teams, scores, and updates in one accessible location.
- Say it With a Status: Channels will be able to post to Status, allowing fans to see updates alongside their own statuses.
Protecting Athletes and Fans Online
As football fans connect through our apps during the tournament, we recognize the potential for negative interactions. To combat scams and ensure a safe environment, we are implementing new in-app reminders for ticket searches and updating existing safety measures to protect both fans and players.
“We’re about to witness the biggest cultural moment of all time, and Meta will be at the very centre of showcasing the tournament’s action and surrounding culture beyond the 90 minutes on the pitch. As the place where football conversation lives and grows, Meta’s suite of apps will allow billions of fans across the globe to connect and enjoy the highs and lows of the beautiful game together.”
— Rob Pilgrim, Global Football Lead, Meta
We look forward to immersing fans in the rich culture of football this summer through our diverse family of apps.
