FIFA teams up with TikTok for World Cup 2026

FIFA has announced a new partnership with TikTok, who will become FIFA’s first-ever Preferred Platform for the upcoming FIFA World Cup 2026. The deal will see TikTok provide comprehensive World Cup 2026 coverage including increased original content. The deal will also see FIFA’s media partners for the World Cup 2026 have the chance to live-stream parts of matches, post more curated clips and access special content produced by FIFA for TikTok and they can also monetise their coverage through TikTok’s advertising solutions. Both will also create a ‘robust creator programme’ which will also give creators access to behind-the-scenes moments – such as press conferences and training sessions, eventually giving fans a unique look at the action.

Mattias Grafström, Secretary General, FIFA, said,

“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 first Preferred Platform. 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 football grows and evolves – uniting an increasing number of people – so should the way it is shared and promoted.”

James Stafford, Global Head of Content, TikTok, added,

“Football 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. 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 football fans – particularly younger and female audiences – and converting that passion into real tune-in and engagement at unprecedented scale.”