MrBeast and Spanish-language media powerhouse TelevisaUnivision are joining forces on a new initiative: Road to Beast Cup.
The partnership was announced during an ADWEEK House panel with Beau Avril, svp and global head of media and brand partnerships at MrBeast, and Tim Natividad, chief revenue officer at TelevisaUnivision, moderated by ADWEEK CEO Will Lee.
A Creator-Legends Cup Ahead of the 2026 World Cup
With the FIFA World Cup 2026 on the horizon, the Road to Beast Cup is set to tap into the global soccer frenzy. The highlight: a 1v1 Creator Cup at Mexico City’s iconic Estadio Azteca, pairing top digital creators with legendary players.
The stakes go beyond bragging rights—winning teams will secure funding to build soccer fields in their home countries.
Massive Reach and Brand Integration
The matches will stream across MrBeast’s social channels and TelevisaUnivision’s platforms, ensuring broad reach across demographics and geographies. Advertisers will also have opportunities to integrate into key cultural moments throughout the initiative.
“This partnership pushes the game forward in new ways and delivers content built for today’s audience,” said Tim Natividad.
A Strong Philanthropic Component
The collaboration goes further than entertainment: Beast Philanthropy, TelevisaUnivision, and MrBeast have pledged to build a new school and soccer field near Mexico City, while refurbishing ten additional fields for children 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 create lasting change,” said Jeff Housenbold, CEO of Beast Industries.
