FIFA has entered into a ‘preferred platform’ agreement with YouTube for the 2026 FIFA World Cup, set to take place in North America. This partnership allows FIFA’s broadcast partners to share extended highlights, behind-the-scenes videos, and other content on YouTube, Google’s platform.
In a significant first, broadcasters will now be able to live-stream the first 10 minutes of each match and even stream select games in their entirety. Additionally, FIFA is set to enhance its presence on YouTube by adding a wealth of archival content, including full-length matches and memorable clips from previous tournaments. Selected content creators will also gain access to this archive, further promoting the World Cup and broadening its viewer base.
FIFA Secretary General Mattias Grafström stated, “This agreement not only highlights FIFA’s premium content but also creates new opportunities for media partners and creators. It aims to engage fans worldwide in unprecedented ways.” He added that as the focus shifts to the action in the United States, Canada, and Mexico, this collaboration with YouTube seeks to maximise the tournament’s reach in a rapidly changing media landscape, providing fans with easier access to an immersive experience of the event.
YouTube’s Vice President and Global Head of Media & Sports, Justin Connolly, emphasised, “YouTube is dedicated to providing a fan-focused, interactive sports entertainment experience. We’re thrilled to be a preferred platform for the 2026 FIFA World Cup. By offering official media partners and content creators exclusive access and premium content, we’re enhancing the experience for both fans and partners.”
This partnership aims to engage both hardcore and casual fans, introducing a new generation of viewers while underscoring YouTube’s unique ability to unite diverse audiences around significant events.
YouTube becomes FIFA’s second ‘preferred platform,’ following a similar agreement with TikTok in January. TikTok is set to create a dedicated content hub offering match tickets, viewing information, and gamification features. Broadcasters will also be able to share game content, including partial live streams, although the exact duration allowed remains unspecified.
Ahead of the World Cup, FIFA is revamping its digital strategies, collaborating with DAZN to relaunch the FIFA+ direct-to-consumer streaming service as the ‘global home of soccer’ in early 2026.
According to SportsPro, while clips and highlights from past World Cups have circulated freely on social media in previous tournaments—leading to significant engagement and revenue opportunities for major networks—the benefits to FIFA and its media partners have been less clear. Although some clips are created and shared by rights owners, unofficial sharing often undermines their ability to monetise content and engage viewers, potentially leading to a loss of control over quality and narrative.
There are concerns that unauthorised sharing or piracy may deter fans from watching World Cup matches or highlights on official channels, creating a considerable value leak that ultimately impacts broadcasters’ returns on investment and the rights fees FIFA can command.
The World Cup is expected to be a major social media event, regardless of formal partnerships. However, key networks recognise the value and legitimacy that agreements with rights holders bring. For the World Cup, being part of the official arrangement is more advantageous than utilising guerrilla tactics. Providing a diverse range of content is essential to capture and retain the interest of sports fans.
Rights holders and broadcasters understand that social media plays a crucial role in engaging both new and existing audiences, necessitating adjustments to their distribution and content strategies to align with contemporary consumption habits.
By formalising these previously informal connections, FIFA and its broadcasters aim to expand their reach, address value leaks, and secure their media revenue.
