YouTube is officially a “Preferred Platform” for the 2026 FIFA World Cup. Here’s what that entails.

With less than 100 days to go until the start of the 2026 FIFA World Cup, soccer fans have unlocked a convenient new way to watch the beautiful game. On YouTube, a selection of “Media Partners” will gain access to live match broadcast rights, behind-the-scenes footage, and content from the FIFA vault throughout the 39-day tournament.

The 2026 edition of the World Cup is bringing the tournament back to North America for the first time in 32 years. With the U.S. serving as one of three co-hosts and the field expanding to 48 teams for the first time, the Cup has become an unprecedented media feeding frenzy.

TikTok has already announced a broadcasting partnership with FIFA, and now YouTube is getting in on the fun. By becoming a Preferred Platform, the Google-owned hub will become a one-stop shop for official footballing content. The FIFA YouTube channel will be stocked with classic moments, Media Partners will be able to stream the first ten minutes of all matches, and certain games will be available for the full 90 minutes on YouTube.

The hubbub that is expected to surround the 2026 World Cup has convinced major brands to get involved however they can. For some soccer-conscious companies, star-studded creator lineups

are the path forward. Other World Cup integrations are even more eclectic. Lay’s, for example, just announced the launch of an official World Cup group chat on WhatsApp.

YouTube doesn’t have to resort to anything so unusual. Its creator lineup includes the soccer-loving voices brands are eager to team up with, and its decision-makers have been sure to point out the impact those influencers have. A recent Culture and Trends report noted that 82% of Brazilian sports fans visit YouTube at least once a month to take in match coverage shared by fans, and 66% of Mexican sports fans between the ages of 14 and 49 engage with commentary from creators or fans on a weekly basis.

“Together with FIFA and the tournament’s official media partners, we’re giving a global cohort of YouTube creators unparalleled access to matches and more,” reads a YouTube blog post. “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.”

Some of those creators, such as Brazil’s CazéTV, are ready to take World Cup broadcasting into their own hands. In doing so, they’ll shift soccer coverage into a new era while making the World Cup more accessible than ever — as long as potential boycotts don’t derail it first.