Meta Rolls Out New Football Features Across Threads, Instagram, Facebook, Messenger and WhatsApp Ahead of Global Tournament

Meta is gearing up for one of the world’s biggest football tournaments this summer with a suite of new features, creator partnerships and fan experiences across its family of apps, aiming to bring billions of football conversations closer together in real time.

As the tournament heads to North America, Meta is working with broadcasters, national teams, commentators, athletes and creators to deliver behind-the-scenes content, match analysis, celebrations and fan reactions across Threads, Instagram, Facebook, Messenger and WhatsApp. The initiative is designed to make Meta’s platforms the go-to destination for football fans looking to connect, discuss and celebrate every moment of the competition.

Threads will play a central role in Meta’s football strategy, building on its reputation as a platform for real-time conversation. New Live Chats will allow fans to join discussions hosted by football commentators, athletes and creators before, during and after matches. Participants can react, reply and engage directly with hosts as events unfold. Among the headline hosts are Argentine football legend Sergio Aguero and former England striker and broadcaster Ian Wright, who will each lead multiple Live Chat sessions throughout the tournament.

Meta is also introducing a dedicated football community on Threads where fans can gather for match day discussions, player content and post-match debate. Additional features include live match scores integrated into posts and chats, team flag badges that users can add to their profiles, football themed sticker packs, custom football and trophy emojis, curated content highlights from broadcasters, and match reminders to ensure fans never miss key moments.

Instagram is receiving a dedicated football content experience through an enhanced search function. Users searching for tournament-related content or tapping on tournament tags within football videos will be directed to a specialised hub featuring top Reels, Stories and accounts from broadcasters, national teams and creators, alongside fan generated content. Instagram is also launching a new AI powered “Goal!” voice effect in direct messages, complete with a surprise animation for users sharing football excitement with friends.

Facebook is embracing the tournament with several interactive features. Users can activate Football Mode by double tapping the Facebook logo in their Feed, unlocking themed reactions, exclusive surprises and a football mini game. Fans can also virtually try on their favourite national team’s jersey using the new Wear It feature powered by AI. Images can then be shared as profile pictures, Stories or posts. Additional football themed stickers, creative edits and fan expression tools will also be available across the platform.

Messenger is bringing live football action directly into group chats through its new Live Updates feature. Once activated, users can receive real-time match highlights, goals, red cards and major moments directly within conversations, allowing groups to react together as the action unfolds. Messenger is also introducing a limited-edition football pitch chat theme and exclusive animated football stickers to add extra excitement to conversations during the tournament.

WhatsApp is joining the celebration with several football inspired updates. Through a partnership with Adidas, the football emoji has been transformed into the official Trionda match ball for the duration of the tournament. Users can send it in messages or use it as a reaction. New football themed calling effects allow fans to add themed filters and backgrounds during video calls, while dedicated football sticker packs provide additional ways to react to dramatic match moments.

To make tournament content easier to discover, WhatsApp is introducing a dedicated football directory featuring favourite teams, live scores, updates and behind-the-scenes content from channels. Channels will also gain the ability to post directly to Status, enabling fans to follow tournament highlights alongside updates from friends and family.

Alongside the new fan experiences, Meta says it is continuing efforts to protect athletes and supporters from scams, harassment and abuse during the tournament. The company has introduced updated safety measures, including reminders for users searching for tickets and enhanced tools aimed at helping people stay safe while engaging with football content online.