WhatsApp Follows Bukayo Saka’s Rise in New Documentary

Bukayo Saka finally has a Premier League title, and WhatsApp wants to be the brand standing beside him when the world takes notice.

The Meta platform released "Bukayo Saka: The Time Is Now," a documentary produced in partnership with the Arsenal and England forward.

The film arrives at a pivotal point in Saka's career. 

Arsenal has already secured a historic league title, with football's biggest summer tournament on U.S. soil still to come.

Directed by Emmy-award-winning director Robert Alexander and produced by creative studio Modern Arts, the film frames Saka's rise through two kinds of conversations.

These include the public ones played out on pitches and in post-match press rooms, and the private ones that rarely surface.

The most telling of these is a WhatsApp message from Arsenal legend Thierry Henry following Euro 2020.

It's a moment the film uses to highlight the role close communication plays in how elite athletes hold together through pressure.

"This film has given me the chance to tell my story in a way I never have before," Saka said in a press release.

"People see the goals and the matches, but they don't see what it takes behind the scenes[.]

[A]nd part of that is my support system, the WhatsApp messages from the people who were there long before any of this who have believed in me every step of the way."

The documentary connects the platform to a player whose profile in the U.S. is growing alongside football's own momentum.

Jennie Morel, head of brand marketing at WhatsApp, shared that the film's timing was intentional. 

"This is a defining year in Bukayo's career, and this film shows what that really looks like — not just on the pitch, but in the private moments with the people who keep him grounded," Morel said.

"Bukayo Saka: The Time Is Now" also gives the brand a long-form creative format that goes beyond a spot.

The Untold Story of a Football Star

Launched on streaming via Disney+ last June 5, the film reunites Saka with Henry in an unscripted setting.

They walk back through Saka's childhood in Ealing, the West London neighborhood where he started playing. 

"Just knowing where I came from, knowing what it took. I need to find that next level," he says in the documentary. 

Ultimately, WhatsApp is highlighting how its platform can be used in real life and how it can play a vital role in a high-stakes career.

With more than 3 billion users globally and over 100 million in the U.S., WhatsApp is establishing itself as the hub for football fans to gather and discuss the game.

WhatsApp's Athlete-Led Strategy 

Timed during Arsenal's title-winning season and ahead of a major international tournament on American soil, the film serves as the brand's investment in the growing sports community.

And with the World Cup set to gain over 6 billion viewers globally, WhatsApp made the perfect call to seize the marketing opportunity.

Here is what brand and creative teams can learn from WhatsApp's approach:

• A documentary format can create depth that ads cannot: A 30-second spot would not have had room to completely capture Saka's roots and his connection with Thierry.
• Specific platform moments beat generic product claims: Naming an actual WhatsApp message as a career-turning point is more persuasive than any tagline about staying connected.
• A U.S. market expansion needs to be culturally grounded: With the World Cup accelerating soccer's growth, building around Saka now gives the brand a chance to establish itself early.

Ultimately, WhatsApp shows that strong brand messaging entails giving audiences a story that naturally reflects what the platform stands for.

Our Take: Does WhatsApp Get It Right?

First of all, Saka is credible and genuinely popular in football circles.

Heading into a tournament that could significantly expand his profile with American audiences is smart.

Doing so allows fans to associate the brand with the athlete and vice versa. 

The risk, as with any long-form brand content, is reach. Documentaries are made for people who already care.

While the film is distributed across Disney+, ESPN App, and FOX One, this doesn't guarantee that the film will travel beyond current football audiences.

If WhatsApp follows this with shorter content, social activations, or event presence during the tournament, the documentary becomes a strong foundation to build from.

Recently, American Eagle made a parallel kind of bet by signing Lamine Yamal, launching a multi-part campaign ahead of the World Cup.