FIFA is turning to streaming platforms to maximize its return on the 2026 World Cup. Two months after announcing a "Preferred Platform" partnership with TikTok, the organization has now struck a similar deal with YouTube.

Broadcasting rights are FIFA’s largest revenue stream for the tournament — and media companies pay top dollar for that access. So, deals like this with streaming platforms help sweeten the package for broadcasters looking to boost their reach.

What does that look like for those watching from home? FIFA says its media partners will have the option of streaming "a select number of matches in full" on their YouTube channels. They can also live-stream the first 10 minutes of every match, presumably serving as a hook to coax viewers to finish the match on television. In addition, FIFA's media partners will get access to "every angle" of match footage to craft custom content.

"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," FIFA Secretary General Mattias Grafström said. He says the partnership will offer "fans everywhere easy access to an immersive view of the biggest single-sport event in history."

The World Cup runs from June 11 to July 19. Matches will take place in 16 cities across Canada, Mexico, and the US.

This article originally appeared on Engadget at https://www.engadget.com/entertainment/streaming/youtube-and-fifa-partner-up-for-the-2026-world-cup-170200470.html?src=rss

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TikTok and FIFA are teaming up for World Cup matches. On Thursday, FIFA said its media partners will be able to broadcast “parts of matches” on the social platform. The “preferred platform” partnership will run through the end of 2026.

How long the live clips will be is anyone’s guess because “parts of matches” is as specific as the announcement got. We emailed TikTok for clarification and will update this story if we learn more.

FIFA said the collaboration is designed to bring fans "closer to the action.” Getting more to the point, TikTok's global head of content said live sports on the platform are shown to transform “fandom into measurable business results for our sports partners, with fans being 42 percent more likely to tune in to live matches after watching sports content on TikTok.”

TikTok’s World Cup content will include filters, stickers and other “gamification” features. FIFA will also give “a select group of global TikTok creators” access to press conferences and training sessions to create content. "As football grows and evolves — uniting an increasing number of people — so should the way it is shared and promoted," FIFA secretary general Mattias Grafstrom wrote in the announcement.

The World Cup runs from June 11 to July 19. It will take place in 16 cities across Canada, the US and Mexico.

This article originally appeared on Engadget at https://www.engadget.com/social-media/tiktok-will-broadcast-some-unknown-portion-of-the-2026-world-cup-live-192035507.html?src=rss

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