I went to The Sidemen's $6.1M Charity Match

Welcome to Created, the newsletter that packs more value than a sold-out Wembley Stadium. Here's what we got today:

• Sidemen Charity Match sells out Wembley Stadium, raises $6.1M
• Instagram launches 20 new DM features
• Best thumbnails on YouTube

Sidemen Make History at Wembley Stadium

I flew to London to cover The Sidemen Charity Match, where I spoke with KSI, Logan Paul, Mark Rober, MrBeast, and other top creators who took the field.

We're doing a full BTS video on the historic event, but in the meantime, here are a few takeaways.

Quick Context:

In 2016, YouTube creator group The Sidemen?hosted their first charity match at a stadium of 15,000.

This year, they sold out 90,000 tickets at Wembley Stadium in 2 hours.

The Results:

• $6.1M raised for charity
• 17M+ views on YouTube livestream
• 38 creators took the field, representing 500M+ subscribers

But the numbers don't tell the full story. Here are two other things that caught my eye...

Creators Search For Their “Max Fosh Moment”

Last year, Max Fosh stole the show with 80M views on his Uno Reverse stunt after he got a yellow card. This year? He doubled down, shredding a yellow card Banksy-style — a stunt so elaborate that he 3D-printed a custom shredder which impressed even Mark Rober.

Other creators followed suit:

• Joe Weller hit a suplex on Logan Paul, a callback to his role in YouTube boxing’s early days.
• Other creators told me about their planned celebrations, but they didn’t score…so their moments never made it to the spotlight.

At this point, the Charity Match isn’t just about football — it’s about who can create the next viral moment.

Marketing Genius: Creator Brands Take Center Stage

The match was also a massive moment for creator-led businesses.

Everywhere you looked, creator brands were front and center:

• Feastables launched in the UK, rolling out in grocery stores and making a scene with a double-decker bus shutting down London streets.
• Prime sponsored the penalty kicks, stocked the stadium coolers, and made a cameo in KSI’s halftime show.
• Sidemen’s Best Cereal & XIX Vodka were featured as sponsors on the jerseys.
• 10/10 Burger, founded by Impaulsive host Mike Majlak, set up a pop-up outside Wembley — and had long lines all day.

Creators weren’t just playing the game. They were monetizing the moment.

Our Take

The Sidemen Charity Match shows the power of longevity. I spoke with a lot of attendees, including many father-son duos who were both Sidemen fans.

As time goes on, their impact and audience will only compound. As will many of today's top creators.

After all, The Sidemen turned a football match into a global marketing machine. All while raising $6.1M for charity.

Instagram Launches New Updates for DMs

Instagram is going all-in on DMs in 2025.

They recently rolled out 20+ new features?for DM's, including 6 in the last month alone.

The Biggest Updates:

• Scheduled Messages: Long-press “send” to time your DMs. Perfect for when you want to look like an early riser.
• Message Translations: Instagram now translates DMs instantly, which is huge for global audiences.
• Broadcast Channels Get Replies & Prompts: Fans can now actually respond, making channels more like interactive communities.

Why DM's?

Instagram is shifting from public posts to private, direct connections. Here's why:

• More engagement happens in DMs than anywhere else on the app.
• Brands & creators are selling directly through DMs (coaching, digital products, affiliate deals).
• DMs are becoming the new feed — where creators actually connect and foster deeper relationships.

Our Take

DMs are one of Instagram’s most-used features — and a key differentiator from other platforms. So it makes sense why they're investing more into it.

Nobody uses TikTok or YouTube to message friends like they do on Instagram. And while X has DMs, they don’t support video and photos the way Instagram does.

Plus, Patreon’s latest report?predicts that direct fan relationships will drive creator income more than algorithms. Instagram sees that too.

With these new features, DMs are no longer just for chatting — they’re a business tool. And if Instagram is “doubling down” on DMs, it's a sign you should too.

?? Weekly Roundup: Thumbnails

Why we love these YT thumbnails:

1. Side-by-side ‘Then vs. Now’ chocolate comparison highlights a drastic change (It's complicated)
2. Simple, clean graph makes the ‘breakthrough moment’ concept instantly clear (Ali Abdaal)
3. Floating UI elements over a laptop create a futuristic, streamlined feel (From Sergio)
4. Dramatic perspective makes you wonder what he's doing inside a blender (Veritasium)

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After all, nothing great is created alone. Talk soon,

Jon