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FIFA is turning to streaming platforms to maximize its return on the 2026 World Cup. Two months after announcing a “Preferred Platform” partnership with TikTok, the organization has now struck a similar deal with YouTube.
Broadcasting rights are FIFA’s largest revenue stream for the tournament — and media companies pay top dollar for that access. So, deals like this with streaming platforms help sweeten the package for broadcasters looking to boost their reach.
What does that look like for those watching from home? FIFA says its media partners will have the option of streaming “a select number of matches in full” on their YouTube channels. They can also live-stream the first 10 minutes of every match, presumably serving as a hook to coax viewers to finish the match on television. In addition, FIFA’s media partners will get access to “every angle” of match footage to craft custom content.
“As the world’s attention turns to the action in Canada, Mexico and the United States, this collaboration with YouTube reinforces our ambition to maximise the tournament’s impact across the ever-evolving media landscape,” FIFA Secretary General Mattias Grafström said. He says the partnership will offer “fans everywhere easy access to an immersive view of the biggest single-sport event in history.”
The World Cup runs from June 11 to July 19. Matches will take place in 16 cities across Canada, Mexico, and the US.
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