On Tuesday, YouTube announced a partnership with FIFA that allows broadcasters with World Cup rights to stream live game action on the platform, providing a unique opportunity to reach a global audience of young viewers.
FIFA described the collaboration as a “game-changing partnership,” encouraging rights holders to share the first 10 minutes of matches during the tournament, which runs from June 11 to July 19. This strategy aims to entice young fans to tune in through traditional channels like network television.
Moreover, broadcasters will have the option to stream select matches in their entirety on their YouTube channels, which will help engage international audiences and guide them on where to watch more of the tournament.
The financial terms of the agreement were not disclosed by FIFA.
Additionally, FIFA committed to releasing a portion of its World Cup archive on YouTube, featuring full-length past matches and showcasing many iconic moments from the sport’s history.
During the 2022 World Cup in Qatar, YouTube served as a lower-tier sponsor, offering digital creators the chance to capture exclusive behind-the-scenes content. For the upcoming World Cup co-hosted by the United States, Canada, and Mexico, FIFA will grant a worldwide group of YouTube creators unprecedented access to the 104-match tournament.