The World Cup, which begins next month in stadiums across the United States, will also be contested on a smaller pitch: the screens of mobile phones, where social media platforms are competing for the attention of fans who increasingly experience major sporting events through the filter of their feeds.

Snapchat, the messaging application owned by Snap Inc., announced this week an ambitious program of features, creator partnerships, and real-world activations designed to make itself the companion screen of choice for the tournament. The effort includes behind-the-scenes coverage from more than 50 content creators, augmented reality experiences tied to national teams, and physical installations in Los Angeles and New York City.

Among the creators enlisted is Alix Earle, the Gen Z media personality who rose to prominence through her "Get Ready With Me" videos on TikTok (where, one presumes, she will not be promoting Snapchat's World Cup coverage). Ms. Earle, who has nearly a million followers on Snapchat, will provide what the company describes as coverage of "the energy surrounding the matches," a mandate broad enough to encompass nearly anything that occurs within visual range of a stadium.

She will be joined by Jared McCain, the N.B.A. player, in what amounts to a cross-sport pollination of celebrity.

Snapchat said 85 percent of its 483 million daily users plan to watch or follow this year's tournament, a statistic that seems to suggest either remarkable penetration of World Cup interest or a generous definition of "keep up with."

The platform has also struck content-sharing agreements with players from competing national teams, including Erling Haaland of Norway, João Félix of Portugal, and Sergiño Dest of the United States — the modern equivalent of collecting autographed trading cards, except the cards post to your Stories feed.

In a move that extends the competition beyond the digital realm, Snapchat will take over the U.S. Soccer House in Los Angeles and later activate experiences at Rockefeller Center, ensuring that fans who wish to escape the tournament will have to be strategic about their walking routes.

Original story published in MediaPost: "Snapchat Creating Real Life World Cup Fan Experiences"