Sky Media, the advertising sales house of the pay-television broadcaster, has been appointed as the official and exclusive ad sales representative for the FIFA+ streaming service across Europe, the UK, and Ireland.

FIFA, international soccer’s governing body, said the partnership with Sky “represents a strategic move to further enhance FIFA World Cup inventory opportunities for brands and the monetization of FIFA+ content in key territories.”

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The agreement has been struck ahead of the upcoming 2023 FIFA Women’s World Cup taking place in Australia and New Zealand from 20 July to 20 August.

During the tournament, content on FIFA+ will include territory-dependent live streams, full match replays, highlights, and match previews.  

Since launching last year, the platform has expanded globally across connected TV apps and free ad-supported streaming television (FAST) channels.

Romy Gai, FIFA's chief business officer, said: "Sky Media's expertise and leading capabilities in advertising sales will maximize the commercial success of FIFA+ content enabling us to create new commercial opportunities.

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“This collaboration comes at an exciting time as we prepare to showcase the FIFA Women's World Cup 2023, and we are confident that together we will deliver an outstanding digital experience for football fans.”

Brett Aumuller, managing director of Sky Media, added: “It’s great to be collaborating with FIFA as its moves into the Connected TV and FAST channels space.

“We already offer great football content to advertisers and adding FIFA+ will make it an easier and more compelling proposition for brands.”

FIFA+ was launched by the governing body in April 2022 as a direct-to-consumer platform that provides access to a range of content, including live matches, archive fixtures, original feature programming, and a live match center.

Last year, FIFA covered over 40,000 live matches on the platform, with games from 90 member associations across men’s, women’s, and youth soccer also shown.

Earlier this year, FIFA+ provided coverage of the Club World Cup in more than 50 countries.

Eleven Sports, the international subscription broadcaster, supports FIFA's delivery of live matches via FIFA+.

During the 2022 men’s FIFA World Cup in Qatar, FIFA+ generated 190 million views on match recaps, while a live stream in Brazil attracted over 40 million unique visitors.