SuperSport is the leading broadcaster on the African continent – and they wanted to give fans the ability to watch every game of the 2022 FIFA World Cup in Qatar live, alongside a world-class second screen experience through supplementary content across their digital platforms (social media, SuperSport app and the SuperSport website).

Through the key insight that fans crave their own unique, personalised experiences and content while enjoying a global sports event, we created the Here for Every Fan campaign. This put fans at the centre of every execution through region-specific targeted content, editorial, live reactive updates, and more – all executed in collaboration with FIFA and various other partners.  


Build-up content

Preview content that gave fans insights and key information ahead of the tournament. Each piece was created for social media platforms and clicked through to bespoke editorial content housed on the SuperSport app and website.

Match build-ups

Content consisted of match previews, player stats, team stats, and other interesting info that drove appointment viewing and set the scene for each game.

In-game and reactive content

Highlights, goals and other videos were clipped in real-time and live updates were published across platforms to allow for users to keep up with the action. Reactive milestone moments were also pre-prepared and posted in real-time. 

Live behind-the-scenes

SuperSport sent a designated content creator and community manager to Qatar to capture content in-and-around match days, before the games and post.

Moments with Mark Gleeson

A retelling of famous African World Cup moments curated and narrated by the most famous football voice on the continent: Mark Gleeson. Each piece captured a key moment in Africa’s relationship with the tournament of which an African side has never won, with Mark Gleeson giving fans and viewers insight into each moment with his world class expertise.


SuperSport’s FIFA World Cup digital coverage received record results:

  • 7.2 million engagements 
  • 287 million people reached 
  • 37 million impressions 
  • 64 million video views