FIFA has selected TikTok as its first preferred social media platform for video content at the 2026 men's World Cup. The partnership will provide creators with exclusive access and allow livestreaming of match segments. The deal aims to engage younger fans through innovative features on the app.
FIFA announced on Thursday that TikTok will serve as the inaugural "preferred platform" for video content during the 2026 men's World Cup, marking a significant step in integrating social media with global soccer events. The 48-team tournament, co-hosted across 16 cities in the United States, Mexico, and Canada, runs from June 11 to July 19 and features 104 matches.
Under the agreement, which extends through the end of 2026, a dedicated TikTok hub will host livestreams of game portions by official broadcast rights holders. Creators will gain special access to behind-the-scenes moments, including press conferences and training sessions, and collaborate on FIFA archival footage. The platform will also offer fans match ticket information, viewing guides, and interactive elements like custom stickers, filters, and gamification features.
FIFA Secretary General Mattias Grafström emphasized the partnership's potential: "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, TikTok's global head of content, highlighted the app's impact: "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."
This follows TikTok's prior collaborations, such as the 2023 Women's World Cup, where official content garnered 1.8 billion views, and dedicated coverage of Lionel Messi's MLS games. Despite past U.S. national security concerns, including a potential ban, TikTok's parent company ByteDance recently agreed to a U.S. joint venture with Oracle, Silver Lake, and MGX, set to finalize soon. FIFA did not disclose the deal's financial terms or bidding details, noting YouTube's limited role at the 2022 Qatar tournament.