Football fandom is global, but younger audiences increasingly crave humour, personality, and interactive storytelling over traditional punditry. With interest peaking during Europe’s title races, we saw an opportunity to connect fans across hemispheres, turning a weekend of football into a competition of culture, chaos, and content. By tapping into the Australia and New Zealand rivalry and embedding creators within the action, we could transform passive viewing into active participation.
We partnered with beIN Sports to create The Title Race. A series supported by TikTok and Instagram. Filmed across the UK and Spain, the challenge saw Team Australia and Team New Zealand tackle 20 football-themed Bingo tasks while attending matches at Wrexham, Liverpool, Valladolid, and Madrid. The result was a mix of cinematic football storytelling and creator-led viral moments, long-form episodes for YouTube and bite-sized, memeable moments for TikTok and Instagram, driving reach, rivalry, and relentless engagement across every platform.
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