Seeking to further embed social media with live sports, Fox Sports is working with Twitter and Snapchat for this summer’s 2018 FIFA World Cup in Russia.
Twitter will showcase every goal scored from all 64 matches seconds after they occur. Snapchat will produce “Our Stories” video segments featuring behind-the-scenes video from the quadrennial competition taking place June 14 – July 15.
Fos, which paid a reported $400 million for the U.S. broadcast/streaming rights to the World Cup, will produce a daily live show with host Rachel Bonnetta (@rachelbonnetta), streaming on Twitter from Moscow’s Red Square.
Featured guests include Fox Sports’ 2018 FIFA World Cup on-air hots Rob Stone (@RobStoneONFOX), Landon Donovan (@landondonovan), Kate Abdo (@kate_abdo), Alexi Lalas (@AlexiLalas), and Fernando Fiore (@FernandoFiore), among others.
“We’ll immerse fans in the ‘beautiful game’ even further through expert analysis and fun, creative content from Moscow,” Alexis Ginas, SVP of cross-platform solutions, Fox Sports, said in a statement.
Snapchat, which is creating original content for A+E Networks, Discovery, ESPN, NBC Universal and Turner, seeks to replicate exclusive content with “Publisher Story” showcasing the daily “drama” from the international event.
“What makes the tournament so exciting for us is that we are going to be able to deliver our community a perspective of the global game that brings them not only into the roaring stadiums in Russia, but also to those celebrating in cities around the world,” said Ben Schwerin, VP of partnerships at Snap Inc.
While soccer remains the world’s most popular sport, World Cup interest among casual viewers in the United States remains to be seen considering Team USA is not participating for the first time since 1986.