YouTube has struck a World Cup agreement with FIFA, announced Tuesday, allowing rights-holding broadcasters to stream live match action on the platform to reach younger, global audiences.
FIFA described it as a “game-changing partnership” that will see broadcasters air the first 10 minutes of matches during the June 11–July 19 tournament, effectively serving as a teaser to drive viewers toward traditional platforms like network television.
Broadcasters “will be able to stream a select number of matches in full on their YouTube channel, engaging global audiences and promoting where to watch more of the competition,” FIFA said. Financial details of the agreement were not revealed.
FIFA also committed to uploading archival World Cup content on YouTube, “including full length past matches and many more iconic moments in the sport’s history.” The platform had previously been a lower-tier sponsor during the 2022 World Cup in Qatar, in a deal that highlighted how “creators will be on the ground capturing amazing behind the scenes content of the FIFA World Cup.”
For the upcoming tournament hosted across the United States, Canada, and Mexico, FIFA said it will grant “a global cohort of YouTube creators unprecedented access” throughout the 104-match event.
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