Playmaker Capital Inc. Media Brands Delivering High-Impact Interaction Between Soccer Fans and Commercial Partners During the FIFA World Cup

Playmaker is providing corporate partners and sports betting operators maximum exposure to sports fans; experiencing a meaningful increase in CPMs across key web properties

Toronto, December 7 2022 Playmaker Capital Inc. (TSX-V: PMKR) (“Playmaker”), provided an update today on performance during the 2022 FIFA World Cup with key media properties targeted to audiences in each of Latin America, the United States, and Canada that are delivering strong engagement for commercial partners and experiencing higher CPMs through the Group Stage of the 2022 FIFA World Cup.

Futbol Sites is the largest regional digital sports media group in Latin America. To capitalize on intensified engagement and provide increased exposure for corporate partners, Futbol Sites’ direct sales team has activated more than 250 campaigns with leading brands and sports betting operators during the World Cup. Among the active partnerships are adidas, Verizon, Betfair, and McDonald’s.

adidas is the official sponsor of the Mexican Men’s National Team and by leveraging JuanFutbol’s strong connection to Mexican soccer fans across both web and social media, adidas is inspiring the next generation of players through its “Impossible Is Nothing” campaign. As part of the activation, JuanFutbol has collaborated with adidas to create, produce, and distribute sponsored content, posts, and animated videos focused on player development from aspiring children to professional players. By accessing Bolavip’s US Hispanic audience as well as on-site at the World Cup in Qatar, Verizon is forging bonds between soccer fans from different ethnicities while promoting its connectivity services. In Brazil, Fanaticos and Bolavip have released internally produced Instagram reels for Betfair analysing enhanced odds and betting props for key World Cup matchups. And in Argentina, VarskySports and Bolavip are partnering with McDonald’s, creating branded content articles with 100% share-of-voice and sponsored pre- and post-game analysis from Argentinian soccer pundit, Juan Pablo Varsky.

World Soccer Talk, a key Playmaker brand in the US market, has experienced a significant increase in web traffic compared to the 2018 World Cup. As a top source for “where-to-watch” content, including the streaming, broadcast, and schedule information associated with the World Cup, World Soccer Talk has capitalized on the excitement around this year’s tournament. As a result, World Soccer Talk has experienced a 115% increase in traffic for the month of November 2022 compared to June and July 2018, the months containing the entirety of the 2018 World Cup, combined. In addition to value generated from affiliate revenue streams, World Soccer Talk was also recently migrated to Playmaker’s monetization technology stack, Bench, to generate premium CPMs from display and video advertising units.

The 90th Minute, The Nation Network’s newly launched North American soccer brand, activated a partnership with Coolbet as an official betting sponsor for the duration of the World Cup. The partnership includes branded social content, promotion across The 90th Minute’s video podcasts, companion live streams, and pre- and post-game social media commentary. Coolbet joins Uber One as a 90th Minute network sponsor; reaching digitally native soccer fans across North America with products that coincide perfectly with gameday activities.

“A World Cup truly shows how sport brings the world together,” said Jordan Gnat, Playmaker CEO. “We have been working on our World Cup plans with our partners for many months and we are now in full execution mode. With the quarterfinals now set, our teams are hitting on all cylinders. We look forward to the next 11 days of World Cup excitement and then right into the final stretch of the traditionally strong holiday season.”

As some of the world’s most widely followed players including Messi, Mbappé, Neymar, Kane, and Ronaldo advance to the World Cup quarterfinals, Playmaker will continue to deliver strong engagement and results for its commercial partners. In addition, the seasonally favourable timing of the World Cup delivered an increase in average CPMs of more than 30% in November compared to October across Playmaker’s web properties.


Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.


Playmaker Capital Inc. (TSX-V: PMKR; OTC: PMKRF) is a digital sports media company that acquires and integrates premier fan-centric media brands, curated to deliver highly engaged audiences of sports fans to tier one advertisers, online sports betting operators, and sports federations and leagues. Leveraging its in-house technology stack, Bench, and with a 360 degree view of sports fans, Playmaker delivers authentic digital content experiences for sports fans and best-in-class results for its partners across the Americas.

For more information, visit: or contact Playmaker Chief Executive Officer Jordan Gnat via email |T: (416) 815-4993.

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Elias Blahacek – E: | T: (416)-254-4345