FIFA’s streaming service, FIFA+, has taken another step in its global growth strategy, striking a new distribution deal with ScreenHits TV that places the platform directly into the entertainment systems of leading car manufacturers.
From October 1, the FIFA+ free ad-supported streaming (FAST) channel will be available on ScreenHits TV’s aggregator service, which integrates into vehicles from brands including Lincoln, Porsche, Ford, Renault, and Nio.
For FIFA, which launched FIFA+ three years ago as its direct-to-consumer digital hub, the partnership provides a pathway into the fast-growing out-of-home (OOH) streaming market, targeting fans who consume media beyond traditional living room setups.
ScreenHits TV, founded in 2012, has steadily built its presence as an aggregator and OOH solution, offering simplified access to multiple streaming platforms. The company described the FIFA+ tie-up as a “game-changer for fans on the move,” while also signaling its ambition to make car-based entertainment ecosystems a core battleground in the streaming space.
FIFA+ will now sit among the top trio of sports channels offered on ScreenHits TV, positioning it as a front-and-center property for mobile audiences.
Why It Matters
The partnership isn’t just about convenience — it reflects broader shifts in media consumption:
- Cars as new screens: With vehicles increasingly designed as connected, entertainment-driven spaces, partnerships like this unlock untapped dwell time (commutes, charging stations, long drives).
- FAST channel expansion: FIFA+ embracing ad-supported distribution highlights how sports rights-holders are adapting to the surge in free, globally available sports content.
- Data and monetization: In-car platforms provide unique engagement and advertising opportunities, from hyper-local promotions to contextual ads based on location and journey type.
