Why Soccer is the Sport of the Internet | Shawn Francis, COPA90

In Episode 95 of the Because Football Podcast, we chat with Shawn Francis, Executive Creative Director for North America at COPA90.Shawn Francis has spent over 15 years figuring out how culture actually connects people to the game - shaping stories and curating moments that make those connections mean something.His path started in music at MTV, where he helped build social media before most brands knew what that meant. Then he followed his curiosity to MLS, laying the league's early social foundations during that strange, beautiful era when American soccer was still the indie band of sports. People were still “figuring it out” but Shawn was honing a vision that has had a seismic impact on soccer creative, brand partnerships, and in-person activations.Now at COPA90, he's leading the team telling the stories that happen outside the 90 minutes, outside the stadiums. The stuff we really love that makes the game matter, whether that’s fan culture, rituals, behaviors, and mini worlds that soccer supporters love getting lost in. He calls himself a "pop-cultural anthropologist” - he pays attention to why people care.We also chat about COPA90’s ambitious “Best Job in the World” project, a campaign that has identified five emerging storytellers to produce authentic, culture-first football content leading into the 2026 World Cup. After receiving over 3,500 applications, COPA90 didn’t opt for creators with the largest following and most experience - they selected those who have a unique presence and perspective in a variety of enthralling subcultures, offering a glimpse beyond the headlines and global stars.Shawn's also a long-suffering Red Bull New York supporter - the kind of fan who knows better than to believe this is finally their year, but can't quite help himself. Listeners will enjoy his “All-Time 5-a-Side selection” with a mix of household names and underdogs.Connect with Shawn Francis here:https://www.instagram.com/copa90/https://www.instagram.com/theoffsiderules/https://www.linkedin.com/in/francisshawn/⁠Connect with Because Football here:⁠https://www.youtube.com/@BecauseFootball_⁠⁠https://www.instagram.com/becausefootball_/⁠⁠https://www.linkedin.com/in/baggaleyandrew/⁠⁠https://www.linkedin.com/company/because-football-media/⁠Need help with your soccer content, events, and strategy? We can help!To get in contact with us, email becausefootballmedia [at] ⁠gmail.com⁠