FIFA strikes preferred platform deal with TikTok ahead of World Cup

According to FIFA, the deal will lead to greater collaboration and integration with TikTok, allowing the platform to offer more comprehensive FIFA World Cup 2026 coverage, including increased original content.

Running until the end of 2026, the partnership will also provide opportunities for official FIFA World Cup 2026 Media Partners on TikTok, including the ability to live-stream parts of matches, post more curated clips, and access special content produced by FIFA for TikTok.

Broadcasters will also be able to monetise their FIFA World Cup coverage through TikTok’s premium advertising solutions. TikTok will also implement anti-piracy policies that support and protect FIFA’s intellectual property.

FIFA and TikTok will build a creator programme that will provide a select group of global TikTok creators with access to behind-the-scenes moments, including press conferences and training sessions.

Additionally, a wide group of creators will receive the opportunity to use and co-create FIFA archival footage.

The agreement, the first time the sports body has named a Preferred Platform, builds on the collaboration between FIFA and TikTok for the FIFA Women’s World Cup 2023, which resulted in tens of billions of views.

General Mattias Grafström, Secretary of FIFA, commented: “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.”

James Stafford, Global Head of Content, TikTok, said: "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."

FIFA recently partnered with Netflix for a new officially licensed football simulation title that will be released in time for next summer’s World Cup. Discover more here.