TikTok has entered into a global partnership with FIFA that will see the short form video platform become FIFA’s first ever Preferred Platform, enabling expanded digital coverage and fan engagement around the FIFA World Cup 2026. The agreement, which will remain in place until the end of 2026, sets out a framework for deeper collaboration between the two organizations and reflects a broader shift in how major global sporting events are experienced beyond traditional broadcasts. Under the partnership, TikTok will support official tournament coverage while offering fans access to exclusive content and interactive experiences designed specifically for digital audiences.
As part of the agreement, TikTok will play a central role in connecting fans, creators, and football communities to the FIFA World Cup 2026 outside live match viewing. The collaboration allows the platform to deliver increased original content and behind the scenes access, expanding how fans engage with the tournament across its full lifecycle. This includes coverage that extends beyond match highlights to focus on team preparations, press activities, training sessions, and cultural moments surrounding the event. By positioning TikTok as a preferred digital destination, FIFA aims to broaden reach and deepen engagement among younger and digitally native audiences worldwide.
A key component of the partnership is the introduction of an immersive FIFA World Cup 2026 hub on TikTok, powered by TikTok GamePlan. The hub will serve as a centralized space for discovering tournament related content and community activity. Fans will be able to explore videos that bring the expanded 48 team competition to life, alongside access to match ticket information and viewing details. The hub will also feature interactive elements such as custom stickers, visual filters, and gamification features designed to encourage participation and sustained engagement throughout the tournament. These tools are intended to support a more community driven experience, allowing fans to interact with content rather than passively consume it.
TikTok and FIFA will also roll out a structured global creator programme under the partnership. Selected creators from around the world will be given access to exclusive behind the scenes opportunities, including press conferences and training sessions, enabling them to share authentic and timely perspectives with their audiences. In addition, a broader pool of creators will be able to co create content using FIFA’s archival footage, offering historical context and creative storytelling around iconic World Cup moments. This approach is expected to provide fans with a wider range of narratives and viewpoints, while supporting creators in producing content aligned with official tournament assets.
Commenting on the collaboration, FIFA Secretary General Mattias Grafström said the partnership would connect more fans across the globe to the FIFA World Cup through new digital experiences. TikTok Global Head of Content James Stafford noted that football content has seen strong growth on the platform in recent years, adding that the Preferred Platform status would allow fans to experience the tournament beyond the 90 minutes of play, supported by exclusive access and creator participation.
The partnership builds on the existing relationship between TikTok and FIFA, following their collaboration during the FIFA Women’s World Cup 2023. That tournament generated tens of billions of views on the platform, demonstrating the growing influence of digital platforms in shaping how sports content is discovered and shared. With the FIFA World Cup 2026 expected to be the largest edition to date, the expanded collaboration highlights the increasing role of social media and creator ecosystems in global sports consumption.
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