Unilad is set to be the first broadcaster to use Facebook Live to stream an entire football match.
The publisher and social platform is supporting the Homeless World Cup in Glasgow this weekend (10 July) and will livestream matches from the tournament on Facebook’s real-time video platform.
Unilad, which boasts over 15m likes on Facebook said it believes the move will open up the tournament to a potential 1.5bn views.
All the games take place in Glasgow’s George Square, which will be turned into a spectacular stadium venue until the contest ends on 16 July.
Liam Bagnall, head of video at Unilad, said: “Facebook Live has been a hot topic for the past year and what better way to use the new technology than to bring great sporting moments to millions of new people around the world.
"Not only will the Homeless World Cup be a fantastic sporting event, through the Facebook Live stream, we hope to be able to raise awareness of the homeless suffered by people across the world. The issue of homelessness is one that Unilad has been working hard to help eradicate for some time and supporting the Homeless World Cup is the next part of this mission for us.”
Unilad’s chief executive Liam Harrington said earlier this year that the social platform was keen to cover more serious topics in a bid to reach out to its diverse audience of 16 to 30-year-olds.