Meta Unveils New Football Experiences Across Threads, Instagram, Facebook, Messenger and WhatsApp Ahead of Global Tournament
Meta is rolling out a suite of football-focused features across its family of apps, including live scores, real-time chats, AI-powered fan experiences and dedicated tournament hubs, as it prepares for one of the world’s biggest sporting events this summer.
Meta has announced a major expansion of football-focused experiences across Threads, Instagram, Facebook, Messenger and WhatsApp, introducing new features designed to help fans follow, discuss and engage with the world’s biggest football tournament this summer.
The company says billions of users are expected to discuss the tournament across its platforms, prompting Meta to launch a series of dedicated experiences that combine real-time conversations, live match updates, creator content and fan engagement tools.
One of the biggest updates is coming to Threads, where Meta is introducing a dedicated football experience centred around live discussions, real-time scores and community engagement. The platform will feature Live Chats hosted by football personalities, creators and athletes before, during and after matches, while a dedicated football community will serve as a hub for match-day conversations, player content and post-match analysis. Users will also gain access to live score integrations, national team flair badges, football-themed stickers, custom emoji reactions and game reminders.
Instagram is receiving tournament-focused enhancements as well. The company is rolling out an upgraded search experience that aggregates real-time content from broadcasters, national teams, creators and fans into a dedicated destination. Meta is also introducing an AI-powered “Goal!” voice effect in Instagram Direct Messages, designed to make conversations around key match moments more interactive.
Facebook users will see a new Football Mode that can be activated directly from the app’s feed. The experience includes themed reactions, exclusive football-themed content and a mini-game. Meta is also leveraging its generative AI capabilities through a new “Wear It” feature, allowing fans to virtually try on national team jerseys and share the images across Stories, posts and profile pictures.
Messenger is gaining live match updates that can be delivered directly into group chats, enabling fans to receive real-time alerts for goals, red cards and other major moments without leaving conversations. The platform is also adding tournament-themed chat backgrounds and animated football sticker packs.
WhatsApp’s updates include football-themed calling effects, dedicated sticker packs and a football content directory that will bring together scores, updates, teams and official channels in one location. The company has also partnered with Adidas to bring the tournament’s official match ball into the app, replacing the standard football emoji with the official “Trionda” ball throughout the tournament period.
Beyond fan engagement, Meta says it is strengthening efforts to protect athletes and users from online abuse, scams and fraudulent ticket sales. The company is introducing additional safety reminders and continuing to invest in measures designed to combat harmful behaviour during the tournament.
“We’re about to witness the biggest cultural moment of all time, and Meta will be at the very centre of showcasing the tournament’s action and surrounding culture beyond the 90 minutes on the pitch,” said Rob Pilgrim, Global Football Lead at Meta. “As the place where football conversation lives and grows, Meta’s suite of apps will allow billions of fans across the globe to connect and enjoy the highs and lows of the beautiful game together.”
The announcement highlights Meta’s broader strategy of turning its social platforms into real-time destinations for live events, combining creator-driven content, AI-powered experiences and community engagement tools to deepen user participation during major global moments.