In a first-of-its-kind collaboration, FIFA has signed an agreement with TikTok that will see live content from this summer’s FIFA World Cup streamed on the video-sharing app.
Anchored around TikTok’s immersive FIFA World Cup 2026 hub, a select group of creators behind-the-scenes access to press conferences and training sessions, giving fans a unique and relatable insight into the World Cup experience. A range of creators will also be able to use and co-create archival footage from FIFA.
Fans will also be able to use TikTok to access viewing and ticket information as well as participation incentives such as custom stickers, filters and gamification features.
The agreement will run until the end of this year and will provide “significant opportunities” for official media partners, including the ability to post curated clips, live-stream match segments and use special content produced by FIFA for TikTok.
FIFA secretary general Mattias Grafström commented, “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. 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.”
“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, TikTok.
