Fox One and Overtime Partner for Creator-Led World Cup Series

Fox One and the sports media company Overtime have announced a strategic collaboration to launch 'Race to Glory,' an unscripted short-form digital series designed to capture the attention of younger audiences during the upcoming FIFA World Cup. The show features two teams of popular social media creators and streamers competing in soccer-inspired challenges across four major U.S. cities, including New York, Los Angeles, Miami, and Philadelphia. Hosted by Jolie Sharpe, the series aims to bridge the gap between traditional sports broadcasting and the fast-paced, personality-driven content favored by Gen Z.

This partnership marks a significant shift in how major broadcasters approach sports coverage. By leveraging the massive, built-in followings of digital influencers—such as Sketch and Rakai—Fox is attempting to make the World Cup feel more 'native' to a demographic that often prioritizes creator culture over traditional match-day viewing. The production is set to be extensive, with Overtime planning to generate over 500 pieces of original short-form content, ranging from behind-the-scenes footage to challenge recaps, distributed across dedicated social channels.

For Fox, this initiative serves as a vital marketing tool to drive traffic to the Fox One streaming platform, which holds the exclusive English-language rights to the tournament. By embedding the World Cup into the creator ecosystem, the network is betting that these influencers can act as a bridge, converting their loyal digital communities into viewers of the live matches. This collaboration highlights a broader industry trend where legacy media companies are increasingly relying on digital-first creators to maintain relevance and engagement with younger, mobile-native sports fans.