Author: Lexy Lebsack

This story was first published by Digiday siblings Glossy and Modern Retail.

The 2026 FIFA World Cup kicks off today and will continue until July 19, with matches held in 16 cities across the U.S., Mexico and Canada. 

The event is set to surpass previous viewership records, with an estimated 6 billion global tournament viewers and 1.5 billion predicted to watch the final, according to FIFA. Around a third of Americans plan to tune in, according to a May YouGov survey.

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Dove Men is activating what could be considered a small army of content creators for the FIFA World Cup.

The Unilever-owned personal care line has hired hundreds of creators from mega creators, like Marshawn Lynch and Jordyn Woods, to micro talent tiers (creators with 10,000 and 100,000 followers) to get in front of at least 150 million potential viewers — at least that’s the hope of Jake Hirsch, head of Dove Men, U.S. at Unilever.

While the last FIFA World Cup final alone reached approximately 1.5 billion viewers, marketers are tasked with cranking out enough content to last the length of the World Cup — 48 teams and 104 games across North America.

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