TikTok has been announced as Fifa’s first ever ‘preferred platform’, in time for the men’s World Cup this summer.
As the tournament’s preferred platform, TikTok will offer more comprehensive coverage of the 2026 World Cup, including live clips of games, increased original content, and match ticket and viewing information. Fifa and TikTok worked together during the Women’s World Cup in 2023, but Fifa calls this new deal the ‘first-of-its-kind’ and says that the platform will become the ‘go-to place for fans and creators throughout the tournament’
The partnership also unlocks ‘significant opportunities’ for World Cup media partners on TikTok, which will have the ability to live-stream parts of the matches, post more curated clips and access special content.
Broadcasters will be able to monetise their coverage through TikTok’s premium advertising products.
Fifa and TikTok will also give behind-the-scenes access to a select group of creators to create more in-depth content. Archival Fifa footage will be made available to a wider group of creators.
‘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,’ said James Stafford, global head of content at TikTok.
TikTok will host a ‘Fifa World Cup 2026 hub’ during the tournament which will host content and information, as well as sticks, filters and gamification features. It’s powered by TikTok GamePlan, the platform’s product suite for sports.
Stafford added: ‘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.’
The partnership marks the latest deal Fifa has inked as it looks to cash in on the world’s biggest sporting event, now less than six months away. In December it rebranded a popular football game on Roblox as Fifa Super Soccer and announced a new Fifa game will be hosted on Netflix in time for the World Cup.
