YouTube has struck a World Cup deal with Fifa, allowing rights-holding broadcasters to stream live match action on the video platform in a move aimed at engaging younger, global audiences.
Fifa hailed the agreement as a "game-changing partnership", which encourages World Cup rights holders to broadcast the initial 10 minutes of matches during the tournament, which runs from 11 June to 19 July. This strategy is intended to serve as an "appetiser" to draw young fans towards traditional broadcast channels.
Furthermore, Fifa stated that broadcasters "will be able to stream a select number of matches in full on their YouTube channel, engaging global audiences and promoting where to watch more of the competition." The financial terms of the agreement for Fifa were not disclosed.
The football governing body also committed to sharing parts of its extensive World Cup archive on YouTube, which will include "full length past matches and many more iconic moments in the sport’s history." For the forthcoming World Cup, co-hosted by the United States, Canada and Mexico, Fifa plans to grant "a global cohort of YouTube creators unprecedented access" throughout the 104-game tournament.
This means part of England’s matches will be available for fans to watch on YouTube, with Thomas Tuchel’s side aiming to end 60 years of hurt for the national team. England have been placed in Group L and are due to begin their campaign against Croatia on 17 June.
