World Cup 2026 comes to fans through TikTok
What would it be like to experience the FIFA World Cup 2026 as if you were inside the stadium?
And what if you could follow every goal, every celebration, and every training session right from your screen?
TikTok and FIFA have announced a historic partnership that will bring the FIFA World Cup 2026™ to millions of fans worldwide, making the platform the first-ever preferred partner in the tournament’s history.
This collaboration will provide access to exclusive content, select broadcasts, and interactive experiences for creators and fans alike.
Agreement and Expanded Coverage
The agreement, valid through the end of 2026, will enable TikTok to offer enhanced coverage of the tournament, featuring original content on matches, teams, and official events.
Media partners will be able to stream highlights, post curated clips, and access special FIFA-produced material. Anti-piracy measures will also be implemented to safeguard the organization’s intellectual property.
Mattias Grafström, FIFA Secretary General, explains:
“FIFA’s goal is to share the excitement of the FIFA World Cup 2026 with as many fans as possible, and we cannot think of a better way to advance this mission during the world’s largest sporting event than by having TikTok as the tournament’s first preferred platform.”
Immersive Hub and Engagement
The partnership includes the FIFA World Cup 2026™ immersive hub on TikTok, a centralized space where users can access ticket information, viewing options, and interactive content such as stickers, filters, and digital engagement features.
For the first time, a global creator program will provide access to press conferences, training sessions, and other behind-the-scenes moments, while a broader group of creators will be able to use FIFA archival content in their own productions.
James Stafford, TikTok’s Global Head of Content, states:
“Football has experienced explosive global growth on TikTok in recent years, and as FIFA’s first preferred platform, we are thrilled to enable fans to experience the FIFA World Cup 2026 beyond the 90 minutes of the game, with exclusive content and unprecedented access for creators.”
Measurement and Youth Reach
Stafford added:
“TikTok GamePlan allows sports partners to measure the impact of their content; fans who engage with sports content on TikTok show higher interest in following live matches. The platform aims to provide diverse audiences—including youth and women—with direct access to the World Cup experience.”
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