FIFA teams up with TikTok for World Cup 2026

The Fédération Internationale de Football Association (FIFA), the world football–governing body, has announced a partnership with TikTok.

The short-form social media platform has thus become the Preferred Platform for the 2026 FIFA World Cup. Through this first-of-a-kind partnership, TikTok is set to provide comprehensive World Cup coverage, including original content. The deal will also see FIFA’s media partners for the World Cup have the chance to live-stream parts of matches, post more curated clips, as well as access special content produced by FIFA for TikTok, which they could monetise through TikTok’s advertising solutions.

Additionally, FIFA and TikTok will create a “robust creator programme”, giving creators access to behind-the-scenes moments such as press conferences and training sessions to offer fans a unique look at the action.

Mattias Grafström, FIFA Secretary General, 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.”