TikTok becomes FIFA’s first-ever Preferred Platform, expanding fan access, creator involvement and digital coverage of the 2026 World Cup.
By Sayer Zaland | ASJFNews
FIFA has entered a new phase of digital engagement after confirming a first-of-its-kind Preferred Platform agreement with TikTok, aimed at reshaping how fans experience the FIFA World Cup 2026™ across social media.
Under the partnership, which will run through the end of 2026, TikTok will serve as FIFA’s primary social video platform for the tournament, offering expanded access to official content, behind-the-scenes coverage and creator-led storytelling during football’s most ambitious global event.
The agreement builds on the successful collaboration between FIFA and TikTok during the FIFA Women’s World Cup 2023™, where tournament-related content generated tens of billions of views worldwide. This time, the scope is broader, reflecting the scale of the 2026 World Cup, which will feature 48 teams and be hosted across Canada, Mexico and the United States.
Central to the partnership is the launch of TikTok’s dedicated FIFA World Cup 2026 hub, designed to bring together match highlights, original productions, fan-focused features and official tournament information in one place. Fans will also gain access to interactive elements such as custom filters, stickers and gamified content tied to the competition.
For the first time, FIFA and TikTok will also establish a structured global creator programme. Selected creators will receive accredited access to training sessions, press conferences and other controlled behind-the-scenes environments, offering audiences alternative perspectives on the tournament beyond traditional broadcast coverage. A wider pool of creators will also be permitted to use and co-create content from FIFA’s archival footage.
The partnership extends to FIFA’s official media partners, who will benefit from additional opportunities on TikTok, including curated clips, selective live-streaming options and new monetisation pathways through TikTok’s advertising tools. TikTok has also committed to enforcing anti-piracy measures to protect FIFA’s broadcast rights and intellectual property.
FIFA Secretary General Mattias Grafström said the agreement aligns with FIFA’s objective of making the World Cup more accessible while adapting to how global audiences now consume football. TikTok executives highlighted the platform’s growing influence on sports viewership, particularly among younger and female audiences, and its ability to convert digital engagement into live match interest.
With the World Cup still months away, the partnership signals FIFA’s intention to place digital platforms at the centre of its global outreach strategy, reflecting a shift toward creator-driven storytelling and real-time fan interaction alongside traditional coverage.