FIFA is stepping up its game to attract younger audiences by partnering with popular digital platforms like TikTok and YouTube, which are favored by Gen Z over traditional TV. This strategic move aims to monetize its content in a way that resonates with the digital-first habits of younger viewers, signaling a shift in how major sports organizations engage with modern audiences. The association underscores the importance of digital presence in today's media landscape, reflecting a broader trend of sports organizations adapting to changing viewer preferences.