YouTube has secured a major partnership with FIFA to become a preferred platform for the World Cup, marking a significant shift in how the tournament reaches fans. The Alphabet-owned platform will allow creators to produce content around the competition and give traditional broadcasters like the BBC and ITV new streaming capabilities.

This arrangement goes beyond previous YouTube sports streaming efforts. For the first time, broadcasters can stream the first ten minutes of every match and show select games in full through their channels. The deal reflects FIFA's recognition of YouTube's massive reach and its appeal to younger audiences, with even viewers aged 55 and up increasingly watching on TV sets.

The partnership raises questions about YouTube's future ambitions in sports rights. Industry analysts suggest this could be a first step toward bidding for live game rights, potentially threatening traditional broadcasters who currently pay billions for World Cup coverage. With FIFA earning $2.9bn from TV rights at the 2022 tournament in Qatar, YouTube's eventual entry into the bidding could reshape the sports media landscape.