FIFA has announced a strategic partnership with YouTube ahead of the 2026 World Cup, which will take place in the USA, Canada, and Mexico. As part of this collaboration, YouTube will serve as an official 'preferred platform' for the tournament, offering fans enhanced viewing experiences and greater access to the matches. The inclusion of influencers in this new media strategy indicates a shift towards embracing digital platforms to reach a wider audience, particularly among younger fans who engage with content online.