By Bradley Mhungu
FIFA has signed a landmark partnership with social media platform TikTok, naming it the tournament’s first-ever Preferred Platform for the 2026 FIFA World Cup in a deal that signals a major shift in how the global showpiece will be distributed to fans.
The agreement, which runs through the end of 2026, grants TikTok expanded access to official World Cup content and positions the platform as a primary digital destination for fans, creators and broadcasters during the tournament.
Under the partnership, official FIFA broadcast partners will be allowed to live-stream selected match moments on TikTok, publish curated highlights and access exclusive FIFA-produced content tailored for the platform. Broadcasters will also be able to monetise World Cup content through TikTok’s premium advertising products.
“FIFA’s goal is to share the exhilaration of the FIFA World Cup 2026 with as many fans as possible,” FIFA Secretary General Mattias Grafström said. “TikTok as the tournament’s first Preferred Platform supports that mission.”
The deal introduces a global creator programme that will grant selected TikTok creators behind-the-scenes access to press conferences, training sessions and exclusive tournament moments. Additional creators will be permitted to co-create content using FIFA’s archival footage.
TikTok will also launch a dedicated FIFA World Cup 2026 hub powered by TikTok GamePlan, featuring match information, ticketing details and interactive fan tools, including custom filters and gamified content.
The partnership builds on FIFA and TikTok’s collaboration during the 2023 Women’s World Cup, which generated tens of billions of views on the platform.
“Football content continues to grow rapidly on TikTok,” said James Stafford, TikTok’s Global Head of Content. “Fans are significantly more likely to watch live matches after engaging with football content on the platform.”
The agreement includes enhanced anti-piracy measures to protect FIFA’s intellectual property throughout the tournament.
The 2026 World Cup, expanded to 48 teams, will be hosted by Canada, Mexico and the United States, with kickoff scheduled for June 2026.
