TikTok, FIFA Partner to Enhance Digital Coverage of FIFA World Cup 2026

A new and innovative partnership between TikTok and FIFA is set to bring millions of fans even closer to the action and excitement at the FIFA World Cup 2026.

TikTok will become FIFA’s first-ever Preferred Platform, which will lead to an enhanced level of collaboration and integration, allowing TikTok to offer more comprehensive FIFA World Cup 2026 coverage, including increased original content, while becoming the go-to place for fans and creators throughout the tournament. This first-of-its-kind Preferred Platform agreement builds on the tie-up between TikTok and FIFA for the FIFA Women’s World Cup 2023, which resulted in tens of billions of views.

Running until the end of 2026, the partnership also unlocks more opportunities for official FIFA World Cup 2026 Media Partners on TikTok, including the ability to live-stream parts of matches, post more curated clips, and access special content produced by FIFA for TikTok. Broadcasters will also be able to monetize their FIFA World Cup coverage through TikTok’s premium advertising solutions. Finally, TikTok will implement anti-piracy policies that support and protect FIFA’s intellectual property.

“FIFA’s goal is to share the exhilaration of the FIFA World Cup 2026 with as many fans as possible, and we can’t think of a better way to further that mission during the biggest event in sports history than to have TikTok as the tournament’s Preferred Platform,” says FIFA Secretary General Mattias Grafström.

“This is an innovative and creative collaboration that will connect more fans across the globe to the FIFA World Cup in unprecedented ways, bringing them behind the curtain and closer to the action than ever before. As soccer grows and evolves – uniting an increasing number of people — so should the way it is shared and promoted.”

The Preferred Platform partnership will be anchored by TikTok’s immersive FIFA World Cup 2026 hub, a nexus powered by TikTok GamePlan that will enable fans to discover engaging content that brings the 48-team tournament to life alongside match ticket and viewing information, as well as participation incentives like custom stickers, filters, and gamification features.

For the first time, TikTok and FIFA will build a robust creator program that will provide a select group of global TikTok creators with access to behind-the-scenes moments — such as press conferences and training sessions — and in the process, give fans unique, relatable perspectives on the FIFA World Cup experience on TikTok. Additionally, a wide group of creators will receive the opportunity to use and co-create FIFA archival footage.

“Soccer has experienced explosive global growth on TikTok over the past few years, and as FIFA’s first-ever Preferred Platform we’re excited for fans to experience the FIFA World Cup 2026 beyond the 90 minutes, with exclusive content and unprecedented creator access,” says James Stafford, Global Head of Content, TikTok.

“TikTok GamePlan turns fandom into measurable business results for our sports partners, with fans being 42% more likely to tune in to live matches after watching sports content on TikTok. We’re reaching the next generation of soccer fans — particularly younger and female audiences — and converting that passion into real tune-in and engagement at unprecedented scale.”