Nasdaq-listed adtech firm Magnite has announced its selection as FIFA+’s global programmatic provider where it will power video and display advertising on FIFA+ across North America, EMEA, LATAM and APAC.

The collaboration marks another important step in FIFA+’s efforts to revolutionize the football streaming experience for fans worldwide, bringing previously non-televised games to audiences for free, Magnite said in a media statement on Tuesday.

FIFA+, which is a digital platform that offers football fans access to live matches, documentaries and original shows, will leverage Magnite’s industry-leading product suite including Magnite Streaming, SpringServe and Magnite DV+, to monetize its content on a global scale and bring a superior viewing experience to fans.

Magnite technology will help deliver advertising programmatically to all devices where FIFA+ is available for download, including mobile, desktop and CTV.

“FIFA+ is meeting the consumer demand for more accessible live sports content and we’re proud that they’ve chosen us to help unlock more opportunities for advertisers to reach highly engaged sports fans,” said Sam Wilson, VP, Streaming Platform, EMEA at Magnite, “We look forward to working closely with their teams across the globe and supporting their efforts to bring a superior digital experience to dedicated football fans.”

Magnite is one of the world’s largest independent sell-side advertising companies, while FIFA is the global administrator for football.

(Image courtesy FIFA website)