China's short video platforms are competing on the World Cup-related variety shows, as they take advantage of the World Cup fever that is currently sweeping across the nation. But among the 13 shows of Migu Video, six do not have sponsors. Most of the rest have only one sponsor. Some experts are therefore questioning whether they can earn a direct revenue to cover the production costs. Our reporter Zhu Zhu speaks to a football fan who has watched games in Qatar and on online sports programs, a sports podcast host from Africa and an industry insider to get you more insights.