FIFA, soccer’s global governing body, has agreed a “first-of-its-kind” content partnership with short-form video platform TikTok covering the upcoming 2026 men’s World Cup.
The tie-up, which runs until the end of 2026, sees TikTok become FIFA’s first-ever preferred platform.
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The two parties said this will lead to an “enhanced level of collaboration and integration,” allowing TikTok to offer more FIFA World Cup coverage, including increased original content.
This agreement builds on the partnership between FIFA and TikTok for the 2023 Women’s World Cup, which is claimed to have delivered “tens of billions” of views.
FIFA stated that the enhanced deal “unlocks significant opportunities” for official 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 monetise their FIFA World Cup coverage through TikTok’s premium advertising solutions. Additionally, TikTok will implement anti-piracy policies that support and protect FIFA’s intellectual property.
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By GlobalDataMattias 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.”
The preferred platform partnership will be anchored by TikTok’s FIFA World Cup 2026 hub, which will include content from the enhanced 48-team tournament, alongside match ticket and viewing information, as well as participation incentives like custom stickers, filters, and gamification features.
For the first time, FIFA and TikTok will build a 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.
In addition, a wide group of creators will receive the opportunity to use and co-create FIFA archival footage.
James Stafford, TikTok global head of content, said: “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.”
Earlier this week, FIFA further bolstered its commercial portfolio for the World Cup by adding global hotel group Marriott Bonvoy as the 10th regional sponsor.
Soccer’s showpiece event will be held in the United States, Mexico, and Canada, with 104 matches taking place in 16 host cities from June 11 to July 19.
