Inside Unilad’s Homeless World Cup livestream: Why the social giant is doubling down on ‘serious’ content

Unilad is not a lads mag. The publisher’s co-founder and chief executive, 24-year-old Liam Harrington, made that clear earlier this year, when he told the Guardian: “Sites like ours are social enterprises that are catering to everyone, as opposed to the lads’ mags, which were catering to the niches.”
Over the past six months, Harrington, along with co-founder Sam Bentley, has been looking to build on this “social enterprise” function, creating content around p