Case study · ZEE Unite8Sports
Covering all 104 matches of the 2026 World Cup on social
Unite8Sports needed a social presence for every game of the first 48-team World Cup. I planned, wrote and published the coverage, matchday after matchday, from the opening game to the final.
The brief
The 2026 World Cup was the biggest yet: 48 teams and 104 matches across the United States, Canada and Mexico, often several games a day. ZEE's Unite8Sports wanted to show up for all of it on social, without the feed going quiet on busy matchdays.
I worked on the account through the agency mktgstack, owning the content from idea to published post.
What I did
Built the calendar around the fixture list
Mapped every match to planned posts so each matchday had coverage ready before kick-off.
Ideated formats and wrote the posts
Came up with the content ideas for each game and wrote the copy for every post.
Briefed and reviewed the designs
Turned each idea into a design brief and checked creative before it went out.
Published through the tournament
Managed publishing across the campaign so coverage stayed consistent from the first match to the last.
Results
- Every one of the 104 matches covered, with no gaps on multi-game days.
- Campaign performance tracked in a dedicated Instagram performance report.
- I turned that report into a reusable one-page performance report template for future campaigns.
Measurement note: Reach and engagement figures sit in the client's performance report and aren't published here.
Need this for your brand?
I'm open to content and social media roles, in sport and beyond. Let's talk about what you're building.
sripad@falsewinger.com