Fifa+ expands global reach with Magnite partnership for programmatic advertising
Fifa's streaming platform partners with Magnite to monetize content across regions, bringing non-televised matches to wider audiences.
Nearly three years after launching its streaming platform FIFA+, the international football federation has selected Magnite as its global programmatic advertising provider. According to an announcement made on January 14, 2025, Magnite will power video and display advertising for FIFA+ across North America, EMEA, LATAM, and APAC regions.
The partnership marks a significant expansion of FIFA+'s streaming service, which first launched in April 2022. According to FIFA's initial announcement, the platform emerged as the first sports federation to offer a comprehensive streaming and content experience to fans, providing access to over 29,000 men's matches and 11,000 women's matches in its first year.
Magnite, listed on NASDAQ under MGNI, will deploy multiple technological solutions to support FIFA+'s advertising infrastructure. According to the partnership details, FIFA+ will utilize Magnite Streaming, SpringServe, and Magnite DV+ to monetize content globally. The implementation extends across all devices where FIFA+ is available, encompassing mobile, desktop, and connected TV platforms.
The streaming service maintains its original commitment to free access, supported by an advertising-based revenue model. According to FIFA's launch documentation, the platform employs pre-roll video advertisements to generate revenue while keeping content accessible to viewers worldwide.
Sam Wilson, VP of Streaming Platform, EMEA at Magnite, highlighted the strategic alignment with changing viewer preferences. "FIFA+ is meeting the consumer demand for more accessible live sports content," Wilson stated in the announcement.
FIFA+'s content offerings have remained consistent since its inception, featuring live football matches, interactive games, news, tournament information, and the FIFA+ Archive. The archive section contains over 2,500 videos dating back to the 1950s, providing historical context to the sport's development.
The platform's linguistic accessibility has been a core feature since launch. Initially available in English, French, German, Portuguese, and Spanish, FIFA+ planned additional language expansions. The service aimed to add six more languages by June 2022, though current language availability statistics were not included in recent announcements.
This partnership arrives at a time when sports streaming platforms are increasingly focusing on programmatic advertising solutions. Magnite's technology will facilitate advertising transactions across FIFA+'s global audience base, enabling programmatic delivery of advertisements across various device types.
The technical implementation involves multiple components of Magnite's advertising infrastructure. Their platform will manage both video and display advertising, suggesting a comprehensive approach to content monetization across FIFA+'s streaming service.
Magnite's role extends beyond simple ad delivery. As the world's largest independent sell-side advertising company, they process billions of advertising transactions monthly. Their technology allows publishers to monetize content across multiple formats, including connected TV, online video, display, and audio content.
The partnership's scope encompasses FIFA+'s entire global operation, representing a significant scaling of their advertising capabilities. This expansion aligns with FIFA+'s stated mission of democratizing football streaming access, particularly for previously non-televised matches.
FIFA+'s development since 2022 has focused on expanding access to football content globally. The platform continues to offer live matches, highlights, exclusive documentaries, and archived football content, maintaining its position as a comprehensive football streaming service.
The technical infrastructure supporting this partnership spans Magnite's global presence, with operations centers in New York City, Los Angeles, Denver, London, Singapore, and Sydney. This geographic distribution aligns with FIFA+'s need for global advertising support across multiple time zones and markets.
While specific financial terms of the partnership remained undisclosed in the announcement, the collaboration represents a significant development in sports streaming monetization strategies. The implementation of programmatic advertising at this scale demonstrates the maturation of sports streaming platforms and their revenue models.