YouTube and FIFA partner up for the 2026 World Cup
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 struck a similar deal with YouTube.
Broadcast rights are FIFA’s main source of revenue for the tournament – and media companies pay a high price for this access. So deals like this with streaming platforms help sweeten the package for broadcasters looking to increase their reach.
What does this look like for those watching from home? FIFA says its media partners will have the opportunity to broadcast “a number of matches in full” on their YouTube channels. They can also live stream the first 10 minutes of each match, likely serving as a teaser to entice viewers to finish the match on TV. Additionally, FIFA media partners will have access to “every angle” of match footage to create personalized 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 maximize the impact of the tournament in an ever-changing media landscape,” said FIFA Secretary General Mattias Grafström. It says the partnership will provide “fans around the world with easy access to an immersive view of the biggest single-sport event in history.”
The World Cup will take place from June 11 to July 19. Matches will take place in 16 cities across Canada, Mexico and the United States.
