YouTube and FIFA have signed a Preferred Platform agreement for the FIFA World Cup 2026 – enabling media partners and creators to publish extended highlights, Shorts, video-on-demand content, and moments from FIFA’s Digital Archive.
For the first time in the competition’s history, media partners will have the option of live-streaming the first 10 minutes of every match on their YouTube channel. Additionally, media partners will be able to stream a select number of matches in full on their YouTube channel while promoting where to watch more of the competition. Alongside this, media partners will have more opportunities to monetise their YouTube content.
Deciphering the intent and importance of this deal for IBC365, Guillaume Perrin, Principal Analyst at Dataxis, comments: “The opportunity to stream the first 10 minutes of matches and a ‘select number of matches in full’ is designed to promote and complement broadcasters’ traditional value, not disrupt it. It will be interesting to see how broadcasters decide to exploit it and how efficiently it ultimately serves as a funnel and conversion engine from YouTube to broadcasters’ own platforms."
Further, this partnership will see content from FIFA’s Digital Archive unlocked on its YouTube channel – including full-length past matches and iconic moments in the sport’s history.
FIFA and YouTube will grant a cohort of YouTube creators unprecedented access to the FIFA World Cup. This creator lens is intended to feature human stories, tactical breakdowns, and behind-the-scenes action to increase engagement. This, and the archive access, is expected to help promote the competition.
Perrin observes: “The collusion between the content creators’ ecosystem and the sports broadcasting landscape has been an increasing trend over the last few years, with the associated promises of greater reach and audience engagement. With TikTok and YouTube, FIFA seems willing to go a step further beyond the usual behind-the-scenes and live reactions content, through its digital archive.
“Archives are an (often overlooked) content goldmine, to create narratives and storytelling – beyond highlights – around leagues/federations’ properties and monetise content. This is perhaps even more important when the competition isn’t on, rather than during the actual event. Overall, YouTube’s global scale and deep ecosystem (short-form and long-form content, live and archive, content creators, and broadcasters) make it ideal for FIFA to build hype, widen reach across every format and device, and capture younger viewers without undermining traditional broadcasters.”
The partners will also make premium content accessible on FIFA’s official YouTube channel.
When making the announcement, Justin Connolly, Vice President (VP) and Global Head of Media and Sports at YouTube, stated: "YouTube is focused on delivering a global, fan-centric, interactive approach to sports entertainment, and we are proud to be a preferred platform for the FIFA World Cup 2026. By providing official media partners and creators with premium content and unparalleled access, we’re delivering a comprehensive experience for fans and partners alike.
"Whether you’re a hardcore or a casual fan, this partnership will help usher in the next generation of fans while showcasing that no other platform unites the world around major moments like YouTube."
Mattias Grafström, Secretary General of FIFA, added: “FIFA is delighted to welcome YouTube as a Preferred Platform for the FIFA World Cup 2026. By spotlighting FIFA’s premium content and unlocking new opportunities for Media Partners and creators, this agreement will engage global fans in ways never seen before.”
“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, offering fans everywhere easy access to an immersive view of the biggest single-sport event in history.”
FIFA has partnered with Netflix for a new officially licensed football simulation title that will be released in time for next summer’s World Cup. Discover more here.
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