YouTube and FIFA agree deal to stream World Cup match segments

YouTube has reached a new agreement with FIFA that will allow rights-holding broadcasters to stream parts of World Cup matches on the platform, in a move aimed at expanding the tournament’s reach among younger and more digitally engaged audiences.

Under the deal, broadcasters will be given the option to stream the first 10 minutes of matches during the men’s World Cup, which will run from 11 June to 19 July across the United States, Canada, and Mexico. FIFA announced the partnership on Tuesday, March 17, 2026. 

FIFA said the short live broadcasts are designed to act as an introduction for viewers and encourage them to watch full matches through traditional broadcast outlets, including network television and other rights-holding services.

As part of the arrangement, broadcasters will also be permitted to stream a select number of matches in full on their YouTube channels. FIFA said this would help media partners engage audiences on the platform while directing viewers to where they can watch the wider competition.

Alongside live coverage, FIFA said it will make parts of its World Cup archive available on YouTube through its official channel. The material is expected to include full-length past matches and other notable moments from the tournament’s history.

The agreement marks an expansion of YouTube’s involvement with FIFA. At the 2022 World Cup in Qatar, the platform held a lower-tier sponsorship role and provided selected creators with access to produce behind-the-scenes content from the tournament.

For the 2026 competition, FIFA said a global group of YouTube creators will be given broader access across the 104-match tournament. According to the governing body, creators will be able to produce coverage that goes beyond match reaction, including human-interest stories, tactical analysis and behind-the-scenes material.

FIFA said creators would also have access to parts of its digital archive before the tournament begins, allowing them to generate content intended to promote the competition and reach a wider range of audiences.

The deal also gives broadcasters additional material for their YouTube channels beyond live match segments. FIFA said media partners will be able to publish extended highlights, short-form clips, behind-the-scenes footage and video-on-demand content, creating more opportunities to broaden audience reach and generate revenue from tournament coverage.