YouTube partners with FIFA for 2026 World Cup

YouTube has entered into a partnership with FIFA for the 2026 FIFA World Cup, introducing a new layer to how matches will be distributed and consumed globally. The agreement positions YouTube as a “preferred platform” for tournament content, while allowing official broadcasters to share portions of live matches directly on the platform.

FIFA Secretary General Mattias Grafström stated, “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.”

The structure of the deal ensures that traditional broadcast models remain in place, with YouTube acting as an additional entry point rather than a replacement.

The partnership enables rights-holding media partners to share a variety of content on their official YouTube channels, including extended highlights, behind-the-scenes footage, Shorts, video-on-demand clips, match previews, and fan reactions.

For the first time in World Cup history, Media Partners can stream the first 10 minutes of every match live on their official YouTube channels. This serves as a teaser designed to attract younger, mobile-first audiences who may not start watching on traditional TV, encouraging them to tune in for the full game on linear or other platforms.

The partnership extends beyond the opening minutes of matches. Broadcasters will also have the option to stream select 90-minute matches live on YouTube, further extending their reach and promoting where audiences can watch the rest of the coverage.

FIFA will leverage its own official YouTube channel to share a comprehensive archive of World Cup content, including full past finals, classic goals, historic player moments, behind-the-scenes footage, extended highlights, Shorts, match previews, and fan reactions. This push aims to deepen engagement and introduce new generations to the tournament’s rich history.

A key part of the partnership is the integration of YouTube creators into the World Cup experience. FIFA and YouTube will bring together a global group of creators, who will be present at the tournament to produce content from within the event.

Their role is expected to focus on behind-the-scenes, fan experiences and on-ground coverage. By incorporating creators directly into the tournament environment, the partnership introduces an additional layer of coverage that operates in parallel with traditional broadcast formats, expanding how different aspects of the World Cup are documented and shared.

The collaboration is structured to complement existing broadcast rights while increasing overall visibility and engagement, particularly among younger viewers who prefer digital, on-demand, and short-form content.