Sports & Entertainment

Watch: Disney Is Creating Live Sport and Entertainment Shows For Twitter

The Walt Disney Company has announced a partnership with Twitter to create live content and advertisements in sports, news, and entertainment. Twitter will produce their version of ‘SportsCenter Live’ with Disney-owned sports channel ESPN for breaking sports events. The company will be launching a division to help online influencers make scripted series for Twitter, along…

This story was produced through MarketScale. See how Sports & Entertainment teams put it to work with Events & Onsite Capture.

May 10, 2018, 5:10 PM UTC

Watch: Disney Is Creating Live Sport and Entertainment Shows For Twitter

The company will be launching a division to help online influencers make scripted series for Twitter, along with a team to help marketers make live content. Video makes up half of Twitter’s advertising revenue. This is just one of the latest pushes for social media platforms to create original sports content.

“To innovate at this scale with The Walt Disney Company is a huge step forward in expanding the depth and breadth of video content we offer to leaned in, engaged consumers on Twitter,” added Matthew Derella, Twitter’s global vice president of revenue and content partnerships.

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USA’s perfect World Cup start and the business case behind the hype

The US Men's National Team achieved a perfect start by winning its first two matches in the 2026 World Cup as one of its co-hosts. This success has significant implications for sponsorship opportunities, hospitality sectors, and B2B demand in the sports-entertainment industry.

01USMNT's perfect start in the 2026 World Cup.
02Positive impact on sponsorship opportunities.
03Increased B2B demand in sports-entertainment.

Jun 19, 2026

As World Cup arrives in the US, creator-access clauses reshape broadcast rights deals

FIFA's broadcast strategy for the 2026 World Cup in the United States, Canada, and Mexico represents the most structurally complex rights package in the tournament's history. Deals now span over 220 territories, include a live-streaming partnership with YouTube, and formally embed creator access into rights frameworks for the first time. Meanwhile, Fox Sports' legacy deal — secured in 2015 for $485 million — has become what Observer describes as the broadcast bargain of the century, setting up dramatically higher price expectations in the next rights cycle.

01FIFA secured broadcast agreements in over 220 territories, with a Dallas-based International Broadcast Centre distributing roughly 8,000 hours of additional non-live content, according to FIFA.
02Fox Sports pays $485 million for US rights to a tournament Observer estimates is worth more than three times that figure — making it likely the last major sports broadcast deal secured at a deep discount.
03FIFA's first-ever global creator programme and a preferred-platform deal with YouTube — allowing broadcasters to stream the first 10 minutes of every match plus select full games — mark a structural shift in how rights are packaged.

Jun 17, 2026

As the World Cup hits US soil, creator-access clauses move into broadcast rights deals

Fox is broadcasting the 2026 FIFA World Cup for $485 million — a fee industry experts estimate to be less than half the open-market value of the rights. The deal traces to a 2014 backroom concession FIFA made to avoid litigation when it shifted the 2022 Qatar tournament out of summer. As the tournament runs across 104 matches and 16 cities, it is also serving as a live demonstration of where sports media technology, creator economics, and broadcast rights negotiations are all heading simultaneously.

01Fox is paying $485M for rights that industry experts value between $1B and $1.5B, making this one of the most undervalued broadcast deals in sports history.
02FIFA explored rescinding Fox's contract, engaging law firm Paul Weiss, but backed down after Fox produced a roughly 10-page legal defense of its position.
03Creator-access clauses and purpose-built on-site creator studios are entering 2026 broadcast rights frameworks, signaling a structural shift in how sports content reaches audiences.

Jun 17, 2026

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