The FIFA World Cup 2018 is taking place in Russia. But FIFA is attempting to stop highlights appearing on Twitter, sending a takedown notice to at least one account.
TV rights drive FIFA’s income from the tournament so it is predictably protective.
But is it too protective?
Football fans will be consuming the games anyway.
FIFA is effectively keeping out non-users.
Quick highlights on social media offer a point of engagement to non-users. Which may convert them to heavier users, which in turn adds more value to those sweet, sweet TV rights.
Every business wants to go viral. Except, apparently, FIFA.
Insert own goal joke here.