Facebook, Twitter, and Snap are all fighting to obtain World Cup highlight broadcast rights, reports Bloomberg. They're willing to spend tens of millions of dollars in order to broadcast the content. Fox would receive the money since it's currently the World Cup content owner in the US.
Sports content has already become important for platforms like Facebook and Twitter. Since the World Cup is the largest sporting event in the world, it's an obvious addition. Highlights alone would be useful, especially when you consider the World Cup had a viewership of 3 billion in 2014.
Fox hasn't decided which company it'll work with nor is it known for sure that any potential deal would be exclusive.
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