ebay Live World Cup Campaign – Turning football culture into live commerce
More Than a Campaign — A Fan Movement with Nadiem Amiri
For the 2026 FIFA World Cup, Lorenz Snacks launched a nationwide campaign transforming snack purchases into direct support for amateur football clubs across Germany.
Under the campaign platform “Germany’s Longest Fan Mile”, consumers uploaded receipts, collected points for local clubs, and entered a nationwide giveaway — combining football culture, community impact, and high-performing retail activation during one of the biggest moments in sports.
The campaign was amplified through nationwide POS activations, limited-edition packaging, large-scale media partnerships, and football ambassador Nadiem Amiri — currently one of the top-performing players in the Bundesliga and the German national team.
At Mative, we turn football culture, national passion, and influential athletes into campaigns that drive real community impact and nationwide engagement.
CHALLENGE
Bringing Football Fans Closer to the Game Than Ever Before.
Football is more than a sport. It’s culture, passion, and a global community that connects millions of people.
For eBay Live, the challenge was to turn this passion into an entirely new shopping and entertainment experience during one of the biggest moments in international football.
The objective was to connect the worlds of professional football, creator-driven entertainment, and live commerce — creating a campaign that would go beyond traditional sponsorships and bring fans closer to their favorite players.
Rather than simply generating awareness, the ambition was to transform social media attention into real-time engagement, bringing football communities directly into the eBay Live ecosystem.
To make this happen, the campaign needed the right combination of influential creators, high-profile football players, and a content strategy capable of turning cultural relevance into measurable results
STRATEGY
Connecting Football Icons, Creator Culture, and Commerce.
At Mative, we believe the most impactful brand collaborations happen when the right personalities come together in the right environment.
Together with eBay, we developed a creator-led activation that brought one of Germany’s most recognizable football content creators, ViscaBarca, together with five international professional football players: Loris Karius, Eric Maxim Choupo-Moting, Yann Bisseck, Ismail Jakobs, and Malik Tillman.
Leveraging our network within the creator and professional sports industry, we connected six influential personalities in a campaign designed to combine reach, entertainment, and direct fan interaction.
The strategy centered around five exclusive eBay Live shows in New York, with ViscaBarca hosting alongside the participating players. Each livestream gave fans the opportunity to interact with football stars in real time while discovering and purchasing exclusive football collectibles and signed jerseys.
But the experience extended far beyond the livestreams. We built an interconnected, social-first content strategy that transformed individual player appearances into a larger digital football experience.
Through six Instagram Reels, we created entertaining, creator-driven content that amplified the campaign’s reach and introduced the activations to a broader football audience.
Complementing this, 12 Instagram Stories generated anticipation, encouraged community engagement, and directed fans into the live shopping experience through interactive stickers and direct links.
Every touchpoint served a purpose: Reels drove awareness, Stories activated the audience, and eBay Live converted attention into real-time interaction and commerce.
By combining our expertise in talent matchmaking, creator management, campaign strategy, and execution, we helped transform multiple individual collaborations into one connected football entertainment ecosystem.
RESULTS
Soccer Stars Propel Pluto TV to 3 Million Impressions and Broadened Audience Reach
The campaign demonstrated how creator-led storytelling and high-profile football talent can turn social media reach into meaningful engagement and commercial results.
Across Instagram, the campaign generated more than 3 million views, combining over 1.27 million Reel views with another 1.72 million Story views.
The content featuring Ismail Jakobs emerged as a standout social moment, reaching 497K views and 27.7K likes, while the Instagram Stories generated more than 14.3K sticker taps, 1.8K link clicks, and 8.5K interactions.
Beyond social media, the campaign successfully extended into five eBay Live shows, generating €24.8K+ in revenue through the sale of 78 football collectibles and signed items.
With more than 16.7K documented live viewers, 11.2K chat messages, and over 1,000 listing interactions, the livestreams demonstrated the potential of bringing entertainment, community, and commerce together in one interactive experience.
For Mative, the project showcases the power of connecting influential creators and professional athletes with brands looking to create culturally relevant experiences.
By combining premium talent access, strategic content development, and integrated campaign execution, we helped eBay Live turn football fandom into an engaging shopping experience with measurable commercial impact.
The outcome: A creator-powered football campaign that transformed millions of social impressions into real-time engagement, community interaction, and live-commerce revenue.
3M+ SOCIAL VIEWS
5 EBAY LIVE SHOWS
€24.8K+ LIVE COMMERCE REVENUE
11.2K+ CHAT MESSAGES
Six personalities. Five live shows. One connected football experience.
Connecting brands with the people who move culture. That’s Mative.
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