FIFA has reached a new broadcasting agreement with YouTube ahead of the 2026 FIFA World Cup, marking another major step in the shift toward digital sports streaming.
The agreement was signed alongside media company FLM and will allow YouTube to provide live broadcast coverage and tournament-related content to audiences around the world. The partnership forms part of FIFA’s broader strategy to expand online viewership and attract younger audiences who increasingly consume sports through streaming platforms rather than traditional television.
The 2026 FIFA World Cup is expected to be one of the largest sporting events in history, with expanded participation and a significantly increased global audience. Analysts say partnerships with major technology and streaming companies are becoming increasingly important for international sporting organisations seeking to modernise broadcasting and reach wider digital audiences.
Financial details of the agreement were not publicly disclosed. However, media experts say the deal highlights growing competition between online platforms and traditional broadcasters over rights to major global sporting events.
YouTube has steadily expanded its presence in sports media through livestreams, highlights, documentaries and partnerships involving football and other international competitions.
