Following their successful collaborations on campaigns for hit series such as The Last of Us, The White Lotus and House of the Dragon, We Are Era and WOW – Sky Deutschland’s streaming service – are strengthening their partnership with a new project. Ahead of the 2025/26 Bundesliga season, We Are Era has launched a wide-scale creator campaign for WOW Live Sport. 

Running across Instagram, TikTok and YouTube, the campaign combines storytelling, subcultural authenticity and psychographic matchmaking between WOW and 19 selected creators – essentially, pairing WOW with creators whose style and values resonate with their target audience. We Are Era is overseeing every step: from idea and concept to strategy, creator selection, UGC production and paid media distribution.

Speaking to young audiences 

Targeting younger demographics with a strong affinity for football, digital pop culture and entertainment, the campaign’s slogan – ‘Stream Friday, Saturday, Sunday Bundesliga’ – underlines WOW’s unique live sports offering. Subscribers can stream every Bundesliga match live and in full on Fridays and Saturdays, enjoy all Sunday matches on demand shortly after the final whistle, and access full coverage of the 2. Bundesliga, DFB Cup and Premier League. 

Marcel Naue, Senior Manager Brand/Marketing WOW at Sky Deutschland, explains: “With this campaign, we don't just want to draw attention to our Bundesliga offering on WOW. We want to bring football to life where it is lived: in the heart of communities. Together with We Are Era, we are trying to reach not only classic football fans, but also activate new, previously untapped target groups. As a brand, ‘preaching to the choir’ is not enough for us.” 

Creators as the voice of football 

At the centre of the campaign are 19 creators who embody different subcultures, bringing football into relatable, everyday contexts. A key face is Rebecca Knorr (@beccsirexi), featured both on her own creator channels and WOW’s platforms as a host and storyteller. 

Four creative formats 

The campaign unfolds across four distinctive content formats, each spotlighting a different aspect of football fandom: 

• The perfect matchday – Creators like @hannifu share their personal matchday routines at home, showcasing WOW subscriptions, family traditions and emotional connections to football. 

• Stadium visits – Authentic vlogs capture the thrill of live matches, with hosts like @beccsirexi and football creators including @IamTabak, @Broski and @osaftjan. 

• Taste of Bundesliga – Food creators such as @MaxPane and @ChrisNanoo prepare matchday dishes, from local specialties to modern stadium-inspired snacks. 

• Style of Bundesliga – With creators Eda Vendetta and Niclas Julien, this format reinterprets football culture through streetwear, fashion and lifestyle. 

Football beyond the pitch 

Together, the formats create a 360-degree storytelling experience that goes beyond the pitch. With this campaign, We Are Era shows how powerful creator-driven storytelling can be in building bridges between sport, culture and community, helping WOW position itself as an entertainment partner embedded in the everyday lives of young football fans. 

Since December 2024, when RTL Deutschland announced two rights packages for the German Football League (DFL), football fans have been awaiting the 2025/26 season of the 2. Bundesliga. The season kicked off on 2 August, with RTL Deutschland broadcasting the first weekly top match on free-to-air channels RTL and Nitro.