FIFA+ taps Transmit for in-stream ads, proving respect for viewers drives better marketing metrics

Modern sports fans expect modern content experiences. As media gets increasingly shorter-form and distributed, linear viewing requires rethinking. That’s why FIFA has officially selected Transmit to power in-stream video advertising on FIFA+.

104 Super Bowls: According to Sports Business Journal, the decision comes after FIFA evaluated multiple vendors in an effort to modernize its monetization strategy and fuel revenue growth for upcoming major events like the 2025 Club World Cup and 2026 World Cup. The decision largely came down to scale and reliability. FIFA President Gianni Infantino discussed the scale of the sport’s reach in a recent FOX Sports interview, non-hyperbolically saying the World Cup’s 1.5 billion viewership is the size of “104 Super Bowls in month… which is three Super Bowls a day“.

Please don’t interrupt: Soccer’s scarcity of natural commercial breaks makes these non-intrusive ad methods especially critical. Transmit’s role involves inserting ads seamlessly into live and on-demand FIFA+ content. Rather than interrupting the flow of the match, Transmit’s technology creates fresh advertising opportunities during natural pauses, such as goal celebrations or lulls in play. In a press release, Transmit CEO Seth Hittman stated that the aim is to “capture the passion of live sports” in real time without compromising the fan experience. The platform’s personalized approach includes formats like picture-in-picture, squeeze-back ads, and branded overlays, all designed to keep viewers engaged while presenting relevant brand messages.

More inventory, better retention: Sports Business Journal reports that Transmit’s partners have seen a 45% increase in ad inventory, a spike in CPMs by up to 50%, and a 97% viewer retention rate—suggesting that audiences are more receptive to advertising that doesn’t pull them away from the action. Beyond simply boosting inventory, the next phase may include targeted moments-based ads, such as instant Fanatics offers for official jerseys following a star player’s goal.

Rethinking revenue: Eric Franchi, Transmit investor and General Partner at Aperiam, described the partnership as “a defining moment for ad-supported streaming” in a LinkedIn post, noting that FIFA’s decision underscores how global sports properties are rethinking revenue models to fit with a streaming-first era. With FIFA+ reaching fans across multiple platforms, the collaboration signals a major step toward blending the immediacy of live sports with modern advertising strategies, all while maintaining the passion and immersion that football fans expect.