FIFA has named TikTok as its first-ever Preferred Platform for the FIFA World Cup 2026, granting the social media giant expanded access to tournament coverage and a greater role in distributing official content to global audiences.
The designation deepens the existing relationship between FIFA and TikTok, following their collaboration at the FIFA Women’s World Cup 2023, which TikTok said generated tens of billions of views across the platform.
Under the agreement, TikTok will host more comprehensive FIFA World Cup 2026 content, including a higher volume of original material. Official FIFA World Cup media partners will gain enhanced opportunities on TikTok, such as the ability to live-stream parts of matches, publish more curated highlights, and access special FIFA-produced content tailored for the platform.
Broadcasters will also be able to monetise their World Cup coverage using TikTok’s premium advertising solutions, while TikTok has committed to implementing anti-piracy measures to safeguard 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 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 soccer grows and evolves – uniting an increasing number of people – so should the way it is shared and promoted.”
As part of the partnership, FIFA and TikTok will launch a dedicated creator programme, offering a select group of global creators behind-the-scenes access to the tournament, including press conferences and training sessions. The initiative is designed to give fans more personal and relatable perspectives on the World Cup experience.
A broader pool of creators will also be able to use and co-create content from FIFA’s archival footage, further expanding the reach of official World Cup storytelling on the platform.
“Soccer 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, 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 soccer fans - particularly younger and female audiences - and converting that passion into real tune-in and engagement at unprecedented scale.”
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