Xiaohongshu (小红书) reportedly secures 2026 FIFA World Cup streaming rights in China

Deal reported with state broadcaster

It has been reported by TechNode that Xiaohongshu (小红书) has secured sublicensing rights for the 2026 FIFA World Cup in China from state broadcaster China Media Group (中央广播电视总台). Reportedly the package includes live-streaming rights plus permissions to create short-video secondary content — a combination that would let the lifestyle and social‑commerce app run live matches and host short‑form clips tied to the tournament.

Why this matters

Xiaohongshu is not a traditional sports broadcaster. It is a popular lifestyle, short‑video and influencer commerce platform, known for user reviews and e‑commerce integrations rather than live sports. That makes this move a notable shift in China’s media landscape: major sporting rights have long been prized by streaming heavyweights and state outlets, but here the rights are being routed to a social commerce app with a predominantly young, mobile audience.

Context and implications

The deal comes amid tighter regulation of China’s tech sector and a broader geopolitical backdrop that has reshaped cross‑border media and content partnerships. State control over key international sports rights remains strong, so sublicensing through China Media Group keeps the transaction inside domestic channels. Commercially, the combination of live rights and short‑video permissions gives Xiaohongshu a direct path to translate match engagement into branded content and commerce. Will the platform turn World Cup viewership into shopping and influencer activations at scale? That is the key question for advertisers and rivals watching closely.