YouTube and FIFA Expand World Cup Partnership With Inaugural Creator Cup Match

Earlier this year, FIFA named YouTube a preferred partner for experiencing the World Cup 2026. On Wednesday, the next step in this partnership was announced, with the inaugural YouTube FIFA Creator Cup. It's an exhibition match that'll feature popular content creators from the platform, as well as athletes and celebrities. It'll take place in New York City on July 12, ahead of the FIFA World Cup Final.

The Creator Cup is the latest step in FIFA's moves to broaden soccer's appeal through creator-involved content, potentially reaching the platform's digital audience. The creators, athletes and celebrities competing in the match will be announced closer to the date.

Being a FIFA preferred partner means YouTube will, for the first time ever, broadcast unique World Cup-themed coverage -- including the ability for viewers to stream the first 10 minutes of each game live on approved creators' channels. 

The roster of approved creators includes: Anwar Jibawi, Ara y Fer, Ashley Alexander, Celine Dept, Courtreezy, Deestroying, Haley Kalil, Horchata Soto, Howieazy, Jeenie Weenie, Jenny Hoyos, Jesser, Kelly Wakasa, Kika Kim, KYLECTRIX, Kwak Yoongy, Max the Meat Guy, Neagle, Noor Stars, The Sidemen, Sonrixs, TokaiOnAirRYO, Viniblogger and Zhong.

According to the platform, these creators have collectively amassed more than 350 million subscribers, all specializing in different content niches from sports analysis to food features, social challenges and travel videos. This means you'll have an array of options to choose from for unique programming featuring your favorite YouTube personalities, all while still getting your World Cup fix.

A YouTube spokesperson didn't immediately respond to our request for further comment.