FIFA and TikTok strike landmark partnership ahead of 2026 World Cup

FIFA has announced a groundbreaking partnership with TikTok that will significantly expand how fans around the world experience the FIFA World Cup 2026™, marking the first time a social media platform has been named a FIFA “Preferred Platform.”

Under the agreement, TikTok will play a central role in the digital coverage of the expanded 48-team tournament, which will be staged across Canada, the United States and Mexico. Running through to the end of 2026, the partnership is designed to bring fans closer to the action through original content, behind-the-scenes access and enhanced opportunities for creators and broadcasters alike.

The deal builds on the momentum generated during the FIFA Women’s World Cup 2023™, when collaboration between FIFA and TikTok produced tens of billions of views globally. FIFA officials say the new agreement reflects a deliberate shift in how the world’s most watched sporting event is shared and consumed, particularly by younger audiences.

At the centre of the partnership will be TikTok’s dedicated FIFA World Cup 2026 hub, an immersive digital space powered by TikTok GamePlan. The hub will serve as a one-stop destination for fans, offering match information, ticket and viewing details, and interactive features such as custom stickers, filters and gamified experiences designed to deepen engagement throughout the tournament.

FIFA Secretary General Mattias Grafström said the collaboration aligns with FIFA’s broader mission to make the World Cup the most inclusive sporting event in history. He noted that TikTok’s global reach and creative ecosystem make it an ideal partner to help share the excitement of the tournament far beyond traditional broadcasts.

The agreement also opens new doors for FIFA’s official media partners. Broadcasters will gain access to additional curated content produced specifically for TikTok, with the ability to live-stream selected match moments, post extended highlights and monetise their coverage using TikTok’s premium advertising tools. TikTok will also implement strengthened anti-piracy measures to protect FIFA’s intellectual property during the tournament.

A major feature of the partnership is the launch of FIFA and TikTok’s first structured global creator programme. Selected creators from around the world will receive unprecedented access to behind-the-scenes moments, including training sessions and press conferences, offering fans a more personal and relatable view of the World Cup experience. A wider pool of creators will also be able to co-create content using FIFA’s extensive archival footage.

James Stafford, TikTok’s Global Head of Content, said football has seen explosive growth on the platform in recent years, and the partnership is designed to take fandom beyond the 90 minutes on the pitch. He highlighted TikTok’s ability to convert digital engagement into real-world viewership, noting that fans are significantly more likely to tune in to live matches after consuming football content on the platform.

As anticipation builds for the largest World Cup in history, the FIFA-TikTok partnership signals a new era in sports storytelling, one that blends tradition with innovation and places global fans at the heart of the game like never before.