ZURICH (AP) — YouTube signed a World Cup deal with FIFA on Tuesday. This will allow rights-holding broadcasters to live stream matches on video platforms that provide global access to young viewers.
FIFA has announced a “game-changing partnership” that will encourage World Cup rights holders to broadcast the first 10 minutes of matches during the tournament period from June 11 to July 19. This is effectively an appetizer to encourage younger fans to watch on traditional channels such as network television.
In addition, broadcasters will be able to “stream some matches in full on their YouTube channels, engaging a global audience and promoting where more matches can be watched,” FIFA said.
The value of the contract to FIFA was not disclosed.
FIFA also promised to share part of its World Cup archive on YouTube, “including full footage of past matches and many iconic moments in the history of the sport.”
YouTube was a junior sponsor of the Qatar 2022 World Cup in a deal that promised “creators will film great behind-the-scenes content at the FIFA World Cup on-site.”
At the upcoming World Cup, which will be co-hosted by the United States, Canada and Mexico, FIFA will give “unprecedented access to a global population of YouTube creators” during the 104-game tournament.
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