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Story summary
- Xiaohongshu secured the rights to broadcast all 104 matches of the 2026 FIFA World Cup free of charge.
- The platform will offer live streams, replays and highlight clips together with interactive and immersive formats.
- Xiaohongshu reported that its football-interest user base exceeded 100 million during the past year.
- Discussions about football content on the service more than doubled year-on-year as sports-related posts gained traction.
