Xiaohongshu Wins 2026 World Cup Broadcasting Rights in User Push
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Chinese lifestyle platform Xiaohongshu, also known as RedNote, has secured the broadcasting rights for the 2026 FIFA World Cup, part of its efforts to attract more users.
Xiaohongshu announced on Wednesday that it has become an authorized broadcaster and strategic partner of China Media Group (CMG) for the tournament, which is scheduled to be co-hosted by Canada, Mexico and the U.S. from June 11 to July 19. Under the deal, users can watch all 104 matches, replays and highlights on the platform for free through live streams, delayed broadcasts and video-on-demand.
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- Xiaohongshu secured 2026 FIFA World Cup broadcasting rights from China Media Group, offering free live streams, replays, and highlights of all 104 matches.
- The platform expands sports content to engage male users, previously partnering with soccer icons and broadcasting Bundesliga matches.
- Migu, a China Mobile subsidiary, also announced it secured World Cup broadcasting rights from CMG on the same day.
- Xiaohongshu
- Xiaohongshu secured broadcasting rights for the 2026 FIFA World Cup from China Media Group, offering free access to all matches. The platform aims to attract male sports enthusiasts through expanded soccer content and interactive features. Monetization includes live stream sponsorships and ad integrations.
- Migu
- Migu is a digital content subsidiary of state-owned China Mobile Communications Group. It secured broadcasting rights for the 2026 FIFA World Cup from China Media Group (CMG), similar to Xiaohongshu, allowing it to stream matches.
- 2022：
- Xiaohongshu signed partnerships with soccer icons Diego Simeone, Jose Mourinho, and Zinedine Zidane during the 2022 World Cup.
- Before 2024：
- Xiaohongshu named Kylian Mbappe as an ambassador for Euro 2024.
- 2025：
- Xiaohongshu broadcast Germany's Bundesliga matches in 2025.
- May 28, 2025：
- Xiaohongshu announced it secured broadcasting rights for the 2026 FIFA World Cup from China Media Group (CMG).
- May 28, 2025：
- Migu also announced it secured broadcasting rights for the 2026 World Cup from CMG.
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