On 17/3, FIFA announced a partnership with YouTube, designating the platform as a "Preferred Platform" for the 2026 World Cup. This collaboration aims to revolutionize how fans engage with the tournament, specifically targeting a global youth audience by enabling broadcast rights holders to stream live and exclusive content.

FIFA President Gianni Infantino officially unveiled Trionda, the official match ball for the 2026 World Cup, at FIFA headquarters in Zurich, Switzerland on 2/10/2025. Photo: FIFA

A historic aspect of this agreement is that for the first time, media partners can live stream the first 10 minutes of each match on YouTube. Additionally, selected matches will be fully streamed on the platform to attract viewers and promote the tournament. Rights holders can also utilize their YouTube channels to publish extended highlights, behind-the-scenes content, short-form videos (Shorts), and video-on-demand (VOD) content, boosting audience engagement.

This partnership creates new opportunities for partners to monetize YouTube content and offers fans easier access to official FIFA content through its dedicated YouTube channel. Further enhancing fan experience, FIFA will unlock its Digital Archive on YouTube, featuring full past matches and iconic moments in world football, designed to build excitement before the tournament begins.

FIFA Secretary General Mattias Grafstrom highlighted the strategic importance of the collaboration. He stated that partnering with YouTube will enable FIFA's premium content to reach fans in unprecedented ways, while opening new opportunities for media partners and creators. Grafstrom added, "As the world's attention turns to the matches in Canada, Mexico, and the US, this partnership helps maximize the tournament's impact within the rapidly evolving media ecosystem."

YouTube representative Justin Connolly echoed this sentiment, emphasizing a fan-centric, interactive sports experience. Connolly remarked, "Whether for avid fans or casual viewers, this partnership will help attract a new generation of fans and demonstrate that no platform connects the world around major events like YouTube."

Beyond broadcasting, FIFA and YouTube will grant special access to YouTube content creators. This access allows them to explore side stories, tactical analyses, and behind-the-scenes tournament content, offering fresh perspectives to audiences. While the value of this agreement was not disclosed, YouTube previously served as a lower-tier sponsor at the 2022 World Cup in Qatar, where it committed to bringing creators on-site to capture behind-the-scenes footage.

FIFA views this partnership as a significant step in its digital expansion strategy, strengthening copyright protection and bringing the World Cup closer to the next generation of viewers. For the 2026 World Cup, co-hosted by the US, Canada, and Mexico, FIFA plans to grant unprecedented access to a global network of YouTube creators, centered around the tournament's 104 matches.

Hong Duy (according to FIFA)