FIFA has announced a partnership with TikTok, designating the short-form video app as its first-ever preferred social media platform for the 2026 World Cup. The deal will enable live streaming of match segments, exclusive creator content, and a dedicated fan hub on the platform. This collaboration builds on their successful tie-up during the 2023 Women's World Cup, aiming to engage younger audiences with innovative digital experiences.
FIFA's agreement with TikTok, revealed on January 8, 2026, positions the platform as the central digital destination for coverage of the upcoming men's World Cup. Running through the end of 2026, the multi-year pact allows FIFA's media partners to live-stream portions of matches, post curated clips, and access official content produced for TikTok. Broadcasters can also monetize their coverage using the platform's premium advertising solutions, while TikTok will enforce anti-piracy measures to protect FIFA's intellectual property.
At the heart of the partnership is a dedicated FIFA World Cup 2026 hub on TikTok, powered by TikTok GamePlan. This space will aggregate tournament content, including match highlights, ticket and viewing information, and interactive features such as custom stickers, filters, and gamified elements to boost fan engagement. A global creator program will grant select influencers behind-the-scenes access to press conferences and training sessions, with a broader group able to co-create using FIFA's archival footage.
The collaboration expands on the duo's work during the 2023 Women's World Cup, which generated tens of billions of views worldwide. FIFA Secretary General Mattias Grafström emphasized the initiative's goal to connect fans globally: “We can’t think of a better way to further that mission than to have TikTok as the tournament’s first Preferred Platform. This collaboration will connect fans around the world to the World Cup in ways that have never been done before.”
James Stafford, TikTok’s global head of content, highlighted the platform's impact: “Football has experienced explosive global growth on TikTok... fans being 42 per cent more likely to tune in to live matches after watching sports content on TikTok.” The 2026 tournament, featuring 48 teams for the first time and co-hosted by the United States, Canada, and Mexico from June 11 to July 19, promises broader reach to younger and female audiences through this innovative digital strategy.
