LiveLike Powers Fan Engagement Across Eight World Cup Activations on Five Continents

NEW YORK, September 30th - CazéTV, the Brazilian broadcaster that held rights to all 104 matches of the 2026 FIFA World Cup, and iFood, Brazil's largest food-delivery app, today shared results from a fan engagement experience built by LiveLike, the fan infrastructure layer that powers loyalty, community, and direct-to-fan monetization for sports leagues, teams, and media rights holders across the globe. 

The prediction game ran at national scale throughout the tournament, made available on iFood's app exclusively to logged-in users. The game itself was open to everyone - both free users and Clube subscribers - but Clube subscribers unlocked additional features, including premium prizes, up to 100 private leagues, Oracle AI score recommendations, and quests.

The tiered structure, designed by LiveLike, was built with a clear commercial goal: giving football fans a reason to subscribe to Clube iFood. More than 556,000 Bolão CazéTV users signed up for Clube iFood during the campaign, representing a 17.2% conversion rate among the 3.2 million participants. Free users could create one private league; Clube subscribers could create up to 100. Together with premium prizes, Oracle AI score recommendations and quests, that gave free players several reasons to upgrade rather than a single barrier to play. 

The activation recorded 129.3 million total impressions and 10.7 million unique impressions across the tournament, holding through peak traffic across all 104 matches with no loading issues.

Widgets were built directly from Opta's fixture data, and results were pulled from the same feed and published automatically to score the game, with point multipliers on the knockout rounds. The premium layer, gated behind Clube, was built around quests, Oracle AI score recommendations, and deeper prediction stats. Onboarding was simplified over the tournament to a single question: pick your favourite team.

“CazéTV’s Bolão is another experience created by CazéTV to allow fans to experience the World Cup beyond the broadcast. We want fans not only to watch the matches, but also to interact, make predictions, share and take part in the conversation around each game. Together with iFood, we have created a simple, fun and accessible initiative that expands the World Cup experience and brings fans even closer to the excitement of the tournament,” says Roberto Cabrini, Head of Business at CazéTV.

“As the official app of CazéTV’s World Cup Prediction Game, iFood is the project’s exclusive brand partner, further strengthening our connection with Brazilians during one of the country’s greatest moments of national passion. The initiative was born from our desire to make the World Cup experience even more special for our users, bringing together entertainment, competition and rewards on an unprecedented platform. Over our 15-year history, we have built a close relationship with people, becoming part of their everyday lives and moments of celebration. Now, by combining this connection with CazéTV’s strength in sports entertainment, we have created an experience that rewards both knowledge and engagement,” says Ana Gabriela Lopes, Vice President of Marketing at iFood.

"CazéTV has redefined how Brazil watches football, and iFood is part of everyday life for millions of Brazilians. To be trusted by two brands of that stature with the World Cup was a real privilege, and a responsibility we took incredibly seriously. Running a prediction game across all 104 World Cup matches for more than three million fans is a serious technical challenge, and the platform we built for CazéTV and iFood held up throughout what was the most-watched tournament ever. What matters more though is the growth it delivered for the team - more than 556,000 new Clube iFood subscribers. That's the measure broadcasters and their partners should hold fan engagement to, conversion, not vanity metrics," says Miheer Walavalkar, CEO of LiveLike.

For broadcasters and their partners, the result makes a simple case: fan engagement is worth measuring by how many fans it converts into paying subscribers, not by interaction counts alone.

DALLAS 24 September, 2026 – SIDEARM Sports, the leading digital solutions provider in college
athletics, announced today an innovative new partnership with LiveLike, an industry leader in
audience engagement technology platforms.
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The collaboration is designed to create enhanced fan engagement by integrating LiveLike’s
gamification-based platform directly into the mobile apps of SIDEARM school partners. This next
generation fan engagement initiative, titled Daily Play, made its official debut on the Michigan
Athletics App, Texas Longhorns App and Red Raiders Mobile App in August.
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“Partnering with LiveLike is the next step in creating a more connected experience between our
school partners and their fans through our enhanced mobile apps,” said George Scott, President
of SIDEARM Sports. “LiveLike's gamification, which helps build a daily ritual for fans, is the first
step in what will create a complete fan engagement ecosystem featuring loyalty, rewards and
badging.”
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Daily Play’s initial roll-out will feature a set of highly-engaging games including trivia, predictors,
sweepstakes and brackets. Each game will also integrate real-time engagement widgets,
leaderboards and lightweight gamification, and cross-platform compatibility. For fans of
Michigan, Texas, Texas Tech and future adopters of LiveLike gamification, Daily Play also delivers
a loyalty program that offers fans tiered rewards and benefits.
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For athletic departments, Daily Play provides invaluable data to enhance membership strategy
and audience segmentation to continually elevate the fan experience, as well as sponsor-ready
formats for new ad placement inventory built around gamification to offer greater fan
engagement than traditional brand placements.
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“Texas Tech Athletics is proud to work alongside SIDEARM as we add opportunities to enhance
the fan experience and create new value across our digital platforms,” said Robert Giovannetti,
Senior Associate Athletics Director at Texas Tech. “The LiveLike integration has given us another
way to engage fans through our mobile app and is providing a new sponsorship opportunity as
well. We’re excited to be among the first programs helping shape what this experience can
become.”
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On top of the Daily Play gamification platform, LiveLike is also bringing a loyalty program
integration to the table for fans, beginning with a student loyalty program offering at Florida
State. The LiveLike loyalty program integration will reward students for their loyalty through
points, tiered benefits and exclusive access, while giving athletic departments a scalable
membership framework that treats students, alumni and donors as distinct audiences and
opens a new revenue channel to support NIL and other priorities.

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“Collegiate athletics represents one of the most passionate and underserved fan bases in
sports,” said Miheer Walavalkar, CEO and Co-founder at LiveLike. “Our partnership with
SIDEARM Sports gives us the opportunity to bring real interactivity - mini- games, loyalty,
membership - to over 700 schools across the U.S. We’re already going live with our first
programs, and this is just the beginning of what we think will be a significant expansion of how
college sports fans engage with the teams they love.”
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LiveLike’s foray into college athletics through the new collaboration with SIDEARM adds to its
significant footprint in the sports industry, as its platforms are currently activating with various
professional teams and leagues worldwide.

NEW YORK, 10 September 2026 – Sports broadcasters and rights holders can now build and schedule live interactive content during a match from a single written instruction, with the video and images pulled automatically from their own media library. The capability comes from a partnership between fan engagement company LiveLike and sports media infrastructure company ScorePlay, announced today ahead of IBC in Amsterdam.

Until now, an exercise such as putting a player of the match poll in front of fans mid-game was manual work under time pressure. A producer had to open the content system, build the program, write the poll options, find and upload an image for each player, then schedule the post. Across a weekend of fixtures that work repeats every time, and the moments that would have made the best content pass while it is being done.

The partnership takes that handwork out. ScorePlay tags video, audio and stills as they are uploaded, identifying the player, the sponsor, the stadium and the fixture. Genie, LiveLike's AI orchestration layer, now reaches into that library directly through ScorePlay's API.

In practice, a producer types what they want. Genie identifies the fixture, requests the relevant assets from ScorePlay, assembles the interactive unit with the correct player imagery already in place, and schedules it to whichever surfaces the broadcaster is running. The producer approves it or moves on.‍

“Our goal at LiveLike is to use technology to help rights holders deliver unforgettable fan experiences in the moments that matter,” said Miheer Walavalkar, Chief Executive Officer and Co-Founder, LiveLike. “This partnership is the next chapter in that journey. What we have done with ScorePlay is to completely remove the friction between having the idea and getting it in front of fans.”

"Our customers have spent years getting their media properly organized and tagged," said Joshua Krakowsky, Head of Partnerships at ScorePlay. "What they want now is for that library to go to work. LiveLike is one of the first partners to build on our API in a way that puts a customer's own footage in front of fans while the game is still going."‍

The integration is listed on ScorePlay Connect, ScorePlay’s open platform for partner integrations that customers can access. Both companies are demonstrating it at IBC 2026 at the RAI Amsterdam, in Hall 1 on the ScorePlay booth, 11 to 14 September.

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Media Contact:
Jason Bradwell
jason@b2b-better.com