Global Goals: How Bundesliga Scored Big with TikTok’s Top Creators
Role: Sr. Social & Influencer Strategist
Client: DFL Deutsche Fußball Liga (aka Bundesliga, the German Football League)
Agency: Media.Monks
Scope: Influencer Strategy, Creator Sourcing, Campaign Management, Paid Social Execution
Platforms: TikTok, Instagram
We drove 25M+ views
and boosted Bundesliga buzz globally
As lead Social & Influencer Strategist, I helped orchestrate a global creator campaign for Bundesliga, activating a diverse roster of sports and lifestyle influencers to spark engagement and cultural relevance in key international markets.
From creator sourcing and contracts to briefings and paid media, I led end-to-end execution across multiple regions and time zones, helping Bundesliga show up where the fans are: on social.
Challenge
Bundesliga sought to increase global visibility and Gen Z fan affinity ahead of a highlight match between FC Bayern München and Bayer 04 Leverkusen. But football fandom varies by market, and with no one-size-fits-all approach, the challenge was to build locally resonant creator activations in high-priority countries at speed, and with cultural fluency.
Key Goals:
Drive pre-match buzz through creator-generated content
Tap into emerging fan communities in Brazil, the U.S., LATAM, and Europe
Expand beyond freestyle to reach comedy, lifestyle, and women’s sports audiences
Social & Influencer Strategy
I developed and deployed a robust cross-market influencer strategy anchored in authenticity, reach, and relatability.
🔎 Influencer Discovery & Vetting
Curated a multilingual, multicultural slate of 10+ creators with a combined audience of 20M+ followers, spanning:
Freestyle legends (e.g. Raquel Freestyle, Charly Iacono)
Pro athletes (e.g. Ze Roberto, Diana Celis, Brittany Wilson)
Comedic storytellers (e.g. Elischa Edouard, Daniel Got Hits)
Content hybrids in music, gaming, lifestyle
✍️ Briefing & Creative Direction
Wrote platform-native briefs for each influencer, from TikTok “This or That” challenges to culturally-specific memes and commentary. I ensured content:
Aligned with Bundesliga’s branding and messaging
Highlighted local broadcasters (e.g. ESPN, OneFootball, Sky Mexico)
Used native tools (captions, hashtags, Derbystar ball if used)
Included FTC-compliant disclosures (#ad)
🤝 Negotiation & Project Management
Managed all influencer outreach, rate negotiation, and contract drafting
Liaised with agents, creators, and legal for seamless onboarding
Oversaw paid media boosting via TikTok Ads to extend reach
Social Execution & Highlights
From concept to posting, I oversaw content rollout across TikTok and Instagram in the weeks leading up to the match.
Campaign Highlights
From freestyle tricks to football fan comedy, each creator brought their unique spin to the campaign, generating high-impact, culture-driven content tailored to their region and audience.
Below are a few standout activations that helped turn Bundesliga’s global presence into local fan passion.
🇲🇽 Mercedes Roa — 11.7M followers
This comedic “This or That” challenge reached millions, boosting Bundesliga’s presence in the youth-heavy Mexican TikTok scene.
🇧🇷 Raquel Freestyle — 3.6M followers
Brazil’s freestyle queen dazzled with a signature trick shot challenge, driving high engagement and sparking comments from fans across South America.
🇺🇸 Elischa Edouard — 320K followers
A rising comedy creator known for football fandom sketches, Elischa nailed culturally fluent, high-shareability content geared toward U.S. Gen Z fans.
🌍 OneFootball feat. Matt Frohlich — 2.8M followers
A Berlin-based presenter brought localized hype and humor to TikTok, connecting Bundesliga to global viewers via a trusted media brand.
⚽ Ze Roberto, Charly Iacono, Diana Celis & more
Legendary players and local stars joined in, sharing content that ranged from comedic to heartfelt, and everything in between.
The content dropped across each creator’s channel and got an extra boost from OneFootball’s socials, amplifying the hype, hitting new audiences, and making sure the match was everywhere fans were scrolling.
Results
📊 25M+ total impressions (tracked across creator posts)
🌎 20M+ combined creator following across 5 continents
📱 30+ pieces of original content across TikTok & Instagram
✅ Localized presence across markets: Brazil, the U.S., Mexico, Colombia, Poland, Argentina, France, and Germany
🔁 Drove measurable increases in visibility, brand sentiment, and matchday engagement across key youth markets
🚀 Amplified Bundesliga’s reach through creator-led storytelling, helping connect global fans to a proudly German brand