FIFA and TikTok have signed a landmark partnership agreement to significantly expand coverage of the FIFA World Cup 2026, aiming to deliver a more immersive and accessible experience for fans worldwide.
Under the agreement, TikTok has become FIFA’s first-ever “preferred platform”, a move designed to bring the largest tournament in football history closer to hundreds of millions of global fans through exclusive digital content.
What the Partnership Includes
As part of the collaboration, fans will gain access to behind-the-scenes footage, exclusive short-form videos, and special digital content throughout the tournament. A dedicated FIFA World Cup 2026 Hub will be launched on TikTok, featuring ticketing information, match viewing details, and interactive gaming elements.
Broadcasters and official media partners will also benefit from the deal, with opportunities to live stream content, share match clips, and generate advertising revenue on TikTok’s platform. In addition, TikTok will enforce strict anti-piracy measures to protect FIFA’s intellectual property rights.
Global Creator Program Launched
For the first time, FIFA and TikTok will jointly launch a comprehensive creator program, selecting content creators from around the world. These creators will receive direct access to press conferences, training sessions, and exclusive events, enabling them to showcase the World Cup from unique perspectives to their audiences.
Leadership Reactions
FIFA Secretary General Mattias Grafström said the goal is to share the excitement of the 2026 World Cup with as many fans as possible, adding that TikTok offers unmatched reach and engagement.
He noted that the partnership will bring fans closer to the action than ever before, transforming how the tournament is experienced digitally.
TikTok’s Global Head of Content, James Stafford, highlighted the platform’s rapidly growing football audience. He said that 42 percent of users who watch sports content on TikTok show greater interest in live matches, emphasizing the platform’s role in attracting younger audiences and women to the sport.
Built on Previous Success
The agreement builds on the success of the 2023 FIFA Women’s World Cup, where tournament-related videos generated billions of views on TikTok. With the 48-team World Cup in 2026, the partnership has been expanded to elevate the tournament’s digital presence to an entirely new level.
FIFA officials say the collaboration will help redefine how football’s biggest event is consumed in the digital era, ensuring the World Cup reaches new audiences across the globe.
