YouTube has signed a new global partnership with FIFA that will position the platform as a preferred digital destination for content tied to the upcoming World Cup. The agreement is designed to expand how fans access tournament content across TV, mobile devices and social video formats, bringing official footage, archival material and creator-led coverage together on the platform.
“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,” said FIFA secretary general, Mattias Grafström.
Under the deal, FIFA will release portions of its digital archive on its official YouTube channel, including full-length matches and historic moments from previous World Cups. The move is intended to build anticipation ahead of the event while giving fans access to decades of tournament footage.
The partnership also introduces new distribution opportunities for official broadcast rights holders. Media partners—including Bell Media in Canada—will be able to publish extended highlights, behind-the-scenes footage, Shorts and on-demand video on their own YouTube channels, with monetization options tied to the platform’s advertising ecosystem.
Live sports has traditionally been a safeguard against the steady flow of advertising dollars from traditional broadcasters to the digital giants, but short-form sports content on channels like YouTube and Tiktok is gaining in popularity, with fans, particularly Gen Z, increasingly consuming highlight clips online rather than watching full matches. FIFA’s official YouTube channel has 24.7 million subscribers and more than 12,000 videos.
For the first time in the competition’s history, participating broadcasters will also have the option to live stream the opening 10 minutes of every match on YouTube, offering fans a preview of the action while directing viewers to full broadcasts on their primary platforms. A limited number of full matches may also be streamed directly on YouTube as part of the agreement.
The initiative also places creators at the centre of tournament coverage. A global group of yet-to-be-announced YouTube creators will receive access to matches, players and other behind-the-scenes moments, producing commentary, tactical analysis and storytelling content designed for digital audiences.
“As the world’s attention turns to the action in Canada, Mexico and the United States, this collaboration with YouTube reinforces our ambition to maximize 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,” Grafström said.
The YouTube partnership follows FIFA’s partnership with TikTok, also as a preferred platform. TikTok will have access to new original content that will bring the World Cup to life beyond90-minute matches, including curated clips, and special World Cup content. A creator program will give “a select group of global TikTok creators” access to behind-the-scenes moments like press conferences and training sessions, while a larger group will be given new access to FIFA archival footage.
The collaboration signals FIFA’s broader strategy to extend the tournament’s footprint beyond traditional broadcast. For YouTube, the deal reinforces the platform’s growing role as a distribution hub for live sports and sports-adjacent content, particularly around major global events.
“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,” said Justin Connolly, vice-president and global head of media and sports at YouTube.
