MrBeast and TelevisaUnivision are scoring partnership goals.
Today, MrBeast and Spanish-language media company TelevisaUnivision announced they’re teaming up for a new initiative called the “Road to Beast Cup.”
Beau Avril, svp, global head of media and brand partnerships, for MrBeast, and Tim Natividad, TelevisaUnivision’s ad sales chief, first shared the news during an ADWEEK House panel moderated by ADWEEK CEO Will Lee.
With the 2026 FIFA World Cup on the horizon, the Road to Beast Cup initiative serves as a complement to the 2026 summer of soccer, showcasing top global creators teaming up with soccer legends for a 1v1 Creator Cup at Estadio Azteca in Mexico City.
The companies said that the creators and legends will go head-to-head, competing for a “major contribution” to build soccer fields in their home countries. And viewers can watch it all happen across MrBeast’s social channels and TelevisaUnivision platforms.
“This partnership pushes the game forward in new ways and delivers content built for today’s audience,” Natividad said in a statement.
Brands also have the opportunity to get involved, ADWEEK has learned, with advertisers getting the chance to integrate into the cultural moments during the initiative.
Meanwhile, the initiative also has philanthropic motivations, with MrBeast, TelevisaUnivision, and Beast Philanthropy joining to create a new school and a soccer field near Mexico City, as well as refurbish 10 additional soccer fields for kids across the country.
“Soccer is the world’s most popular sport, and Jimmy is the world’s most popular creator, making TelevisaUnivision the perfect partner to join us on our journey to create lasting change,” Jeff Housenbold, CEO of Beast Industries, said in a statement.
