Google and ESPN Team Up to Dominate World Cup Coverage

Source: Thinkstock

Source: Thinkstock

It just got a whole lot easier for you to find out what’s going on in a FIFA World Cup match if you’re not in front of the TV. As Quartz reports, Google (NASDAQ:GOOG) and Disney (NYSE:DIS)-controlled ESPN have teamed up to offer video highlights of FIFA World Cup matches as they’re still in progress. When you Google a World Cup match, the video will display directly on the search results page, and will be accompanied by a timeline, statistics, plus the match’s full lineup. Those results will show up whether you’re on a computer, a tablet, or a smartphone.

The feature represents the first time that Google and ESPN have teamed up to integrate video game highlights onto Google Search results pages, and the highlights will be particularly useful for people who aren’t watching the matches on television, but are following along via Twitter, live blogs, and other online sources. Google says that even searching for  “World Cup” will show team lineups, live scores, and player stats. At the bottom of the highlights display, Google links to FIFA’s website. But ESPN will also benefit from the videos displayed at the top of the search results because clicking the video won’t play the highlights directly on the search results page, instead directing you to the clip on ESPNFC.com.

Additionally, users with a paid subscription to ESPN will be able to click through to matches on WatchESPN. The partnership brings the best footage of the game to all users, even those without paid television service, so that they can watch the most exciting moments of each match immediately after they happen, instead of hours later, once individual users have uploaded them to sites like YouTube.