{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/6863c487a5764c19f02e24f5/6a27f277401089d02db27f82?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Why Unilever Bet Half Its Budget on Creators for the World Cup | 5 Sports & Media Stories","description":"<p>The Attention Shift is a weekly news roundup covering sport, media, culture and the creator economy. Each episode Ed Abis is joined by a rotating co-host to break down five stories shaping how the industry works now, built for senior sports and media professionals.</p><p><br></p><p>This week Ed sits down with Ellie Walter from Dizplai. They unpack Premier Padel and Red Bull's new mobile game Court Legends, designed to fix padel's pro circuit awareness problem. Kings League's revenue model where less than 5% comes from media rights and 85% of fans are under 35. HMA's landmark PrizePicks partnership across 200+ local YouTube shows. TikTok's new Local Feed rolling out in the US. And Unilever's biggest-ever sports activation, moving half its marketing budget to creators for the World Cup.</p><p><br></p><p>To listen to every episode, head to <a href=\"https://dizplai.com/podcasts/\" rel=\"noopener noreferrer\" target=\"_blank\">dizplai.com</a>. Email <a href=\"mailto:hello@attentionshift.media\" rel=\"noopener noreferrer\" target=\"_blank\">hello@attentionshift.media</a> to be a guest.</p><p><br></p><p><strong>CHAPTERS</strong></p><p><br></p><p>00:00 Intro &amp; Welcome to Ellie Walter from Dizplai </p><p>00:30 The Real Reason Red Bull Built a Padel Game </p><p>06:38 Kings League's Creator-First Model </p><p>12:01 The Biggest Sports Media Deal of 2026 Goes to YouTube </p><p>16:51 TikTok Goes Local </p><p>22:15 Why Unilever Bet Half Its Budget on Creators </p><p>27:54 Wrap-Up</p>","author_name":"Ed Abis, Jo Redfern and Lee Radbourne"}