• by Colin Kirkland , June 12, 2026

In line with competing platforms like TikTok and Snapchat, Meta is looking to engage its massive user base around the 2026 FIFA World Cup via a range of tournament-specific features and user experiences on Threads, Instagram, Facebook, and WhatsApp.

To garner as much on-platform World Cup excitement as possible, Meta is partnering with broadcasters, national teams, commentators, creators, and players to share coverage from the tournament.

On Threads, users will find game highlights as well as live pre- and post-game discussions hosted by former soccer stars like Argentina’s Sergio Aguero and England’s Ian Wright.

A designated “World Cup” community has also been created as a hub for player content and live match scores with national team branding.

Threads users will be able to interact with World Cup content with new themed stickers and emojis.

On Instagram, Meta has launched a new search experience, redirecting users looking for tournament-related content to a dedicated hub with curated, real-time World Cup Reels, Stories, and featured accounts from official right-holdings broadcasters and national teams.

As for Meta’s flagship app, users can now double-tap the Facebook logo at the top of their feed in order to activate “football mode,” transforming the app into a World Cup-themed experience.

Whereas the platform’s “wear it” AI Edit feature will invite fans to virtually try on jerseys from national teams with the option to capture and share selfies.

Designed to harness real-time celebrations around the global tournament, the Messenger app will send live match highlights directly to users’ group chats. By activating “Live Updates,” users will be able to stay up to date on match play together.

Finally, on WhatsApp Meta partnered with Adidas to include an emoji depicting the official 2026 tournament match ball. When users call friends on the app, they can also explore new World Cup live video filters and calling effects.

With Meta's family of apps and competing social platforms heavily showcasing World Cup games, culture, and fandom, marketers may have enhanced opportunities to launch tournament-specific campaigns across multiple social media environments.