"Al-Lahza" FIFA World Cup digital asset valued at 11 billion

The article discusses FIFA's response to digital evolution and its transformations ahead of the 2026 World Cup, which will feature 48 teams and generate billions of dollars in revenue. The strategy focuses on integrating TikTok as a core part of the digital infrastructure to enhance audience engagement, particularly among young viewers, with expectations of a 35% increase in interaction compared to previous editions. FIFA also aims to diversify its income streams through digital investments and expand its partnerships with tech firms and advertising agencies, allocating a substantial budget to ensure digital security and protect commercial rights. Through these initiatives, FIFA seeks to make the World Cup a staple of future generations' digital habits and transform it into an independent, advanced digital economic ecosystem.

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