When football stopped living in ninety minutes

Football is no longer confined to the pitch. From pre-match build-up to post-match reaction, the real story now unfolds across social, creators and fan communities in real time.

Our strategy director Jack Heidler explores how platforms like TikTok are reshaping the way the game is experienced, and why cultural moments are now formed beyond the broadcast itself. As he puts it, “the story of a World Cup no longer belongs solely to commentators and rights holders. It belongs to the people reacting to it in real time.”

Read the full article on SportsPro.