FFIFA has announced a deal with YouTube that will allow media partners to stream some matches live in full on their YouTube channels and has committed to providing a cohort of YouTube creators with “unparalleled” access to matches.

YouTube described its status as a “Preferred Platform” as part of a game-changing partnership between the two organisations that will provide audiences with more ways to watch the tournament.

“By spotlighting FIFA’s premium content and unlocking new opportunities for Media Partners and creators, this agreement will engage global fans in ways never seen before,” said FIFA Secretary General Mattias Grafström.

“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, offering fans everywhere easy access to an immersive view of the biggest single-sport event in history.”

YouTube said the deal offers media partners more premium content to showcase on their YouTube channels, including more opportunities to monetise their content.

Media partners will be able to stream a select number of matches in full on their YouTube channels. For the first time, media partners will also have the option of live streaming the first 10 minutes of every match on their YouTube channels.

There will also be the opportunity to publish extended highlights, behind-the-scenes footage, Shorts, and video-on-demand content to extend overall reach and engagement.

In addition, content from FIFA’s archive will be available via the federation’s official YouTube channel, including full-length past matches and iconic moments from the sport’s history.

Content creators

YouTube, FIFA and the tournament’s official media partners will also provide YouTube creators from around the world with “unparalleled access to matches and more”.

YouTube said: “They won’t just be reacting to the game, they’ll bring a fresh perspective to the FIFA World Cup including human stories, tactical breakdowns, and behind-the-scenes action that further brings to life the legendary tournament as it unfolds” – including promoting the competition before it begins and engaging diverse audiences via access to FIFA’s Digital Archive.

“This collaboration will enhance opportunities for Media Partners to extend their reach, for creators to share unique perspectives on the competition and bring the next generation of fans closer to the FIFA World Cup action with YouTube.”