@later.com: The World Cup gave us some of the best brand x creator moments we’ve seen at a sporting event.   Here are the ones that stood out:   ✅ A hair influencer from Charleston got flooded with comments saying she looked like Haaland. Brands signed her within days, and one activation built around her hit 126M views, outperforming every official sponsor that week   ✅ FIFA embedded local food creators inside host city venues to cover stadium-specific dishes, which was a masterclass in using an unexpected niche to show up authentically inside a massive cultural moment   ✅ Dove built a six-week creator-led movement around a real stat, partnered with Mia Hamm, and used their official sponsorship to say something that mattered   ✅ Stella Artois launched a $100k fund to expense your matchday bar tab and turned every bar in America into a World Cup venue. No stadium placement or tickets required.   The Women’s World Cup is next, and the cultural moment might be even bigger. The time to start planning is now. 👀   Which creator moment was your favorite? 👇

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Wednesday 22 July 2026 15:00:27 GMT