Live action from soccer’s 2022 FIFA World Cup in Qatar later this year will be available in China through Douyin, the Chinese short-format video platform branded as TikTok elsewhere, through a deal with CCTV, the state-owned broadcaster and current rightsholder in that market.
The video-sharing app has been chosen as a mobile streaming partner of CCTV for the event, which runs from November 21 to December 18.
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The two media outlets will now offer joint coverage of the tournament, while it has been reported that they will also collaborate to create interactive content for viewers during the 32-team event in Qatar.
In 2017, CCTV, which has covered World Cup action in China since the turn of the millennium, retained its rights for the 2018 edition (held in Russia) and the 2022 edition, with the deal coming to an end after Qatar.
China will not be present at this 64-match World Cup, after failing to make it out of their qualifying group.
It is not yet known whether Douyin will cover the World Cup via the official account FIFA launched on the site three years ago.
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By GlobalDataOver recent years, the platform has been a partner of high-profile soccer tournaments including the UEFA 2020 European Championships and the 2021 Copa America South American tournament.
Earlier this month, the site partnered with domestic soccer’s Chinese Super League (CSL), and was designated as the league’s official short video platform.
Highlights from the CSL will be shown on Douyin and news from its 18 clubs and their players will also be published on the platform.
In addition, the official topic of the CSL has been launched on Douyin, which will contribute to more discussion about the league and its promotion of it through activities and products.
Yesterday (23 June), meanwhile, a similar deal for World Cup action was struck in Austria, with public service network ORF, the rightsholder, sub-licensing 25 games from the Qatar tournament to fellow free-to-air broadcaster ServusTV.
ServusTV will now be able to show 19 fixtures from the group stage, two each from the round of 16 and the quarter-finals, one semi-final, and then the third-place playoff. ORF will show the other 39 exclusively, including the opening match and the final.
