Outside the AT&T Stadium in Dallas, a diverse array of media personnel gathered under the intense summer sun as the 2026 FIFA World Cup unfolded. Positioned just beyond the stadium’s gates, these journalists, content creators, and broadcasters operated within strict boundaries set by FIFA, unable to film or broadcast live from inside the venue without holding specific rights-holding status. This division highlights the evolving challenges faced by media entities seeking to capture the tournament’s atmosphere without infringing on exclusive broadcasting agreements.

Only designated FIFA media partners hold the rights to air live footage inside stadiums, a status that carries significant financial investment. These rights holders maintain tight control over the tournament’s live content, which includes all imagery bearing FIFA branding. As a result, media outlets lacking such accreditation have increasingly developed “shoulder content” — coverage focused on the surrounding environment, fan reactions, and off-pitch stories — to engage audiences without breaching regulatory restrictions.

This approach often involves conducting vox pop interviews with fans outside the stadium, capturing candid reactions in the stifling heat, or producing sophisticated programming detached from live match footage. Netflix, for example, has invested heavily in this space through a £14 million deal with Goalhanger, a production company co-owned by former footballer Gary Lineker. The company produces a nightly streaming edition of its “The Rest Is Football” podcast from a custom studio in Times Square, leveraging high-profile guests while abstaining from showing live game action. According to Goalhanger co-founder Tony Pastor, Netflix’s goal extends beyond raw viewership numbers; the platform aims to be part of the global conversation surrounding the World Cup throughout the tournament’s six-week run.

The tournament’s vast global appeal creates a competitive landscape that includes not only traditional broadcasters but also streaming platforms and social media channels. The World Cup’s dynamic presence on Instagram, TikTok, and YouTube illustrates the prominence of user-generated content, with videos of fans’ celebrations and cultural moments around host cities accruing millions of views. Individual participants have also seen remarkable growth in social media followings; for instance, Cape Verde goalkeeper Vozinha’s audience expanded from 50,000 to 29 million followers during the event.

FIFA has sought to manage this digital surge by granting special access to a select group of around 30 content creators and naming TikTok as its preferred social media partner. While it remains unclear if prominent figures like iShowSpeed are included, such content creators have secured brand partnerships and played a notable role in shaping the tournament’s cultural footprint. As TikTok’s head of global sport, Rollo Goldstaub, described it, the World Cup represents the largest content moment not only in sports but across all categories.

Despite the efforts to regulate content distribution, many of the tournament’s most viral moments have emerged organically outside official channels, underscoring social media’s untamable influence. This phenomenon has helped broaden the World Cup’s reach, reinforcing its status as a global event that captivates billions, irrespective of whether coverage emanates from within stadium walls or the surrounding fan zones. Ultimately, while exclusive broadcast rights remain central to FIFA’s media strategy, the encompassing digital ecosystem ensures the tournament’s presence is felt far beyond the confines of the pitch.