Singapore – TikTok and FIFA have entered into a new partnership that will see TikTok become FIFA’s first-ever Preferred Platform, aimed at expanding coverage and fan engagement around the FIFA World Cup 2026™.
Under the agreement, which runs until the end of 2026, TikTok will work more closely with FIFA to deliver expanded coverage of the tournament, including increased original content and creator-led storytelling. The partnership builds on the collaboration between the two organisations during the FIFA Women’s World Cup 2023™, which generated tens of billions of views on the platform.
The arrangement will also create new opportunities for official FIFA World Cup 2026 Media Partners on TikTok. These include the ability to live-stream selected parts of matches, publish more curated clips, and access FIFA-produced content specifically designed for TikTok. Media partners will also be able to monetise their World Cup coverage through TikTok’s premium advertising solutions, while TikTok will apply anti-piracy measures to protect FIFA’s intellectual property.
“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,” said FIFA Secretary General Mattias Grafström.
“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.”
The partnership will be centred on TikTok’s FIFA World Cup 2026 hub, powered by TikTok GamePlan. The hub is designed to help fans discover tournament-related content alongside match ticketing and viewing information, as well as interactive features such as custom stickers, filters and gamification elements.
As part of the collaboration, TikTok and FIFA will also launch a global creator programme for the first time. Selected creators will receive behind-the-scenes access to events such as press conferences and training sessions, while a broader group of creators will be able to use and co-create content from FIFA’s archival footage.
“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 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.”
