Case study
Partner with influencers
Building a creator engine that drives attendance
Leagues Cup
Content CO's Editorial Creative Studio is building the rivalry narratives that are turning Leagues Cup into North America's most compelling club competition. By creating year-round storylines between Mexican, U.S., and Canadian teams, we help fans embrace rivalries long before kickoff. We amplify those narratives through a creator ecosystem built and operated by Content CO, leveraging trusted influencers who authentically live the MLS-Liga MX rivalry every day, moving fans from simply watching to taking action in the voices they already know and trust.
Goal
Fans discover Leagues Cup across many channels, and creators accelerate the journey from interest to action. The familiar faces woven into North American soccer culture add the credibility that turns passive viewers into fans ready to move. Content CO set out to build the tournament's full creator program from the ground up: a tiered system where each creator has a clear role, cast around authenticity and pointed at one outcome: more fans in the stands.
Strategy
- Three roles, one system: we cast creators across three jobs - some to shape how fans understand the tournament, some to carry CTAs and ticket offers to their communities, and some to escalate rivalry and cultural moments around key matchups.
- Native by language and platform: we cast creators who naturally work in English, Spanish, or Spanglish, and built TikTok-first partnerships so content reaches each audience in the voice it already trusts.
- One funnel, not three: we wired creators into the same conversion funnel as organic and paid, built on shared narratives and coordinated timing, so no campaign runs until all three layers reinforce each other.
Results
The creator strategy outperformed brand content on every platform and turned real people into the tournament's best sellers.
- +2,490% in views year over year, as creator-led content pulled in an audience brand channels alone had never reached.
- +45% more engagement than brand posts, proof that real people sell better than polished brand messaging.
- Creator vlogs experiencing the fiesta ranked as the second most-watched content type, showing fans the real matchday experience and giving them a reason to buy their way into it.