Platform known as RedNote acquired the broadcasting rights for the competition from China Media Group
The Chinese lifestyle platform, also known as RedNote, has secured the broadcasting rights for the 2026 FIFA World Cup as part of its efforts to attract more users.
Xiaohongshu announced on Wednesday (May 27, 2026) that it has become an authorized broadcaster and strategic partner of CMG (China Media Group) for the tournament, which will be co-organized by Canada, Mexico and the United States, from June 11 to July 19. Under the agreement, users will be able to watch all 104 matches, replays and highlights on the platform for free, through live broadcasts, reruns and videos on demand.
Financial terms of the deal were not disclosed. However, a source close to Xiaohongshu told that the company was among the first to begin negotiations with CMG and that the cost of the acquisition did not exceed that of previous major tournaments, indicating a rational investment approach.
Xiaohongshu has been expanding its sports content to attract male sports enthusiasts. Previously, the platform entered into partnerships with football icons such as Diego Simeone, José Mourinho and Zinedine Zidane during the 2022 World Cup, appointed Kylian Mbappé as ambassador for the 2024 Euro Cup and broadcast German league games in 2025.
These efforts have paid off, with football discussions on the platform growing more than 100% year-over-year over the past year, along with rapid increases in other male-dominated categories such as technology, anime and gaming.
For the next World Cup, the platform plans to invite former Chinese national team players, including Fan Zhiyi and Xie Hui, to comment on the games, in addition to launching interactive features such as predictions and forums for fans.
The monetization strategy for the tournament is divided into brand sponsorships in live broadcasts and advertising insertions in videos showing the best moments.
Xiaohongshu is not alone in achieving these rights. On the same day, Migu, a digital content subsidiary of state-owned China Mobile Communications Group, also announced that it had secured the broadcasting rights for the 2026 World Cup from CMG.
This report was originally in English by Caixin Global on May 28, 2026. It was translated and republished by Poder360 under mutual content sharing agreement.
