FIFA and TikTok announced a partnership that designates the social media platform as FIFA’s first Preferred Platform for the World Cup 2026. The agreement is aimed at expanding digital access to the tournament and increasing audience engagement across markets. The partnership will run through the end of 2026.
Under the agreement, the social media will host expanded coverage of the tournament, including original programming and related content. The collaboration builds on the relationship established during the FIFA Women’s World Cup 2023, when content related to the event generated high levels of viewership.
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FIFA expands access to the World Cup 2026 through TikTok
The partnership also provides new distribution options for FIFA World Cup 2026 media partners on TikTok. Broadcasters will be allowed to live-stream selected match segments, publish curated video clips, and access content produced by FIFA specifically for the platform. Media partners will also be able to generate revenue through TikTok’s advertising products. TikTok will apply anti-piracy measures to support the protection of FIFA’s media rights.
As part of the agreement, TikTok will operate a dedicated FIFA World Cup 2026 hub powered by its GamePlan system. The hub will centralize tournament-related content and provide users with information on matches, tickets, and viewing options. Interactive features such as stickers, filters, and participation tools will also be available.
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FIFA and TikTok will jointly launch a creator program that grants selected creators access to tournament activities, including press conferences and training sessions. The initiative will also allow creators to use and co-produce content from FIFA’s archival materials, offering additional perspectives on the tournament.
FIFA officials stated that the partnership supports the organization’s objective of reaching a broader global audience. TikTok representatives said the agreement reflects the platform’s role in distributing football-related content and engaging new audiences, including younger users and women, while increasing interest in live match broadcasts.
