Xiaohongshu reportedly secures 2026 FIFA World Cup streaming rights in China

According to multiple sources familiar with the negotiations, Xiaohongshu has secured sublicensing rights for the 2026 FIFA World Cup in China from state broadcaster China Media Group, including live-streaming rights and rights for short-video secondary content creation. The move marks a major shift in China’s sports media landscape. During the previous World Cup cycle, Douyin — the Chinese version of TikTok — was one of the tournament’s primary digital distribution partners.