FIFA has announced a groundbreaking partnership with TikTok. This will position the social media platform as the organization’s first-ever Preferred Platform ahead of the FIFA World Cup 2026. The collaboration is designed to bring fans closer to the tournament, offering unprecedented access to content and behind-the-scenes experiences.
The multi-year agreement, running through the end of 2026, builds on a successful partnership during the FIFA Women’s World Cup 2023, which generated tens of billions of views globally. Under the new arrangement, TikTok will provide expanded coverage of the men’s tournament. This includes original videos, curated clips, and enhanced engagement features for fans and creators.
FIFA Secretary General Mattias Grafström said the move reflects the organization’s goal to share World Cup excitement with as many people as possible.
“We can’t think of a better way to further that mission than to have TikTok as the tournament’s first Preferred Platform,” he said. “This collaboration will connect fans around the world to the World Cup in ways that have never been done before, giving them closer access to the action and the people behind it.”
The partnership will offer FIFA World Cup 2026 Media Partners new opportunities. They can live-stream select matches, post exclusive content, and monetize coverage through TikTok’s premium advertising solutions. FIFA and TikTok will also work together to enforce anti-piracy protections to safeguard the tournament’s intellectual property.
At the center of the initiative is TikTok’s FIFA World Cup 2026 hub, powered by TikTok GamePlan. The hub will serve as a central destination for fans to discover content and find ticket and viewing information. It will also offer interactive features, including custom filters, stickers, and gamified experiences.
For the first time, FIFA and TikTok will create a dedicated creator program. This grants select content creators exclusive access to press conferences, training sessions, and archival footage. This effort is intended to give fans a more personal and immersive perspective on the World Cup.
James Stafford, TikTok’s Global Head of Content, highlighted the platform’s growing role in football media.
“Fans will be able to experience the World Cup beyond the 90 minutes. With unique content and unprecedented creator access,” Stafford said. “TikTok GamePlan also helps sports partners convert that engagement into measurable results, with fans significantly more likely to tune in to live matches after interacting with content on our platform.”
With the tournament featuring 48 teams for the first time, FIFA and TikTok hope the partnership will broaden the sport’s reach. They aim to engage younger and female audiences and set a new standard for digital fan interaction.
The FIFA World Cup 2026™ kicks off in North America in June 2026.
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