The 2026 FIFA World Cup kicks off this week and brands are readying to get involved. This year’s tournament is unique not only because it features a record 48 teams and is being hosted across three countries for the first time, but also because it arrives at a time when media consumption is more fragmented than ever.
While the trend is hardly new — social media, streaming and creator platforms have been reshaping viewing habits for more than a decade — the 2026 tournament feels like a culmination of that shift. Today’s fans are just as likely to experience the World Cup through a TikTok creator, a WhatsApp channel, a video game or an AI-powered match summary as they are through a traditional broadcast. Broadcasters remain central to the competition, but they are no longer the sole gateway to the fan experience.
As a result, platforms are increasingly competing to become the digital home of the World Cup. From creator partnerships and gaming activations to AI-powered match hubs and messaging integrations, companies are launching new products and features in an effort to capture fans’ attention throughout the tournament.
To make sense of that increasingly crowded landscape, here are the platforms betting most heavily on football’s biggest event and the features they have launched to capitalise on it.
YouTube
YouTube was revealed as one of Fifa’s ‘Preferred Platforms’ in March, giving it a more prominent role in the tournament’s digital distribution strategy.
For the World Cup, media partners will have the option of live streaming the first 10 minutes of every match on their YouTube channel. A select number of matches will also be streamed in full. Broadcasters will also be able to publish extended highlights, behind-the-scenes footage, Shorts and video-on-demand content. Fifa is also showing content from its archive on its official YouTube channel, including full-length matches and iconic moments from the tournament’s history.
A ‘global cohort’ of YouTube creators will be given access to matches and more. YouTube says these creators won’t simply be reacting to games, but will bring ‘fresh perspectives’ through human-interest stories, tactical breakdowns and behind-the-scenes coverage.
TikTok
Fifa’s other Preferred Platform is TikTok. Like YouTube, the partnership places a heavy emphasis on creators. Thirty TikTok creators will receive special access to the tournament, allowing them to produce behind-the-scenes content and provide fans with a more personal view of the event.
TikTok will also allow media partners to live stream parts of matches, distribute curated clips and publish additional official content. All of this content will be centralised within the TikTok Fifa World Cup Hub, a section within the main TikTok app dedicated to the tournament.
To coincide with the tournament, TikTok has also launched TikTok Pro Events. The events-based experience allows users to complete daily challenges and earn stars that can be redeemed for rewards. During the World Cup, those rewards will include official Fifa merchandise through a dedicated in-app redemption store.
Netflix
The streaming platform has secured Gary Lineker’s The Rest Is Football podcast for the duration of the tournament, bringing one of football’s most recognisable broadcasting voices onto the platform.
Bringing a popular podcast to its platform is hardly revolutionary, but Netflix has higher ambitions. The show will air daily throughout the World Cup, featuring analysis, interviews and reaction to the latest developments. With Lineker cemented as the face of the World Cup for millions of viewers, Netflix is bidding to become the default home of the tournament for football fans.
The tournament also marks Netflix’s most direct World Cup activation by introducing a new game: FIFA World Cup: Launch Edition.
This is the first World Cup since 1994 to take place without a Fifa-EA partnership. For the previous seven tournaments, EA produced official World Cup game content tied to the competition. That relationship ended in 2022, creating an opportunity for new entrants to fill the gap.
The Netflix game features all 48 national teams, 1,248 players and 16 official stadiums across the three host countries, allowing players can recreate tournament fixtures or create their own matchups using simplified controls — one users’ smartphone — designed for a casual audience.
Roblox
Another platform looking to capitalise on EA’s absence is Roblox. Back in December, the platform announced FIFA Super Soccer, an officially licensed experience developed by Gamefam.
For the tournament, Roblox is transforming the game into a dedicated World Cup hub. The activation includes all 48 national teams, a tournament-themed stadium and branded experiences spread across multiple Gamefam titles.
WhatsApp is marking the World Cup with a range of themed features, including new calling effects, icons and graphics.
Users will be able to apply football-themed filters during video calls, while the app’s football emoji will temporarily be replaced with the tournament’s official Adidas match ball.
The platform has also introduced a dedicated directory for football-related channels. These channels can post directly to Status, creating another route for teams, creators and publishers to distribute updates throughout the tournament.
Finally, WhatsApp users will be able to turn to Meta AI for live information, including standings, player details and recommendations for nearby venues showing matches.
Apple
Apple is expanding the reach of its Apple Sports app by rolling it out to more than 90 new markets ahead of the World Cup.
The free iPhone app allows fans to explore tournament standings and follow their favourite national teams. Following a team enables Live Activities on iPhone and Apple Watch lock screens, while widgets provide a constant stream of scores, updates and breaking news.
Google is using the World Cup to showcase Gemini’s growing real-time capabilities. The AI assistant can now reference live match information and news, surfacing up-to-date scores, standings and key developments. Gemini can also generate visual elements such as statistics, imagery and video summaries, turning standard responses into a richer matchday experience.
Google is also rolling out a series of football-themed Nano Banana templates that allow users to place themselves inside custom World Cup scenarios, from celebrating in packed stadiums to scoring goals for their national team.