TikTok and FIFA have entered a new collaboration aimed at expanding coverage and fan engagement around the FIFA World Cup 2026™. As part of the deal, TikTok will become the first-ever Preferred Platform of FIFA.
Under the deal, which runs until the end of the year, TikTok will collaborate more closely with FIFA. Together, they will deliver expanded coverage of the tournament. This includes increased original content and creator-led storytelling. The collaboration builds on the partnership between the two organizations during the World Cup 2023™ of FIFA Women, which generated tens o billions of views on platform.
The arrangement will also make new opportunities for official FIFA World Cup 2026 Media Partners on TikTok. The features include live-streaming selected match segments, publishing curated clips, and accessing FIFA-produced content designed specifically for TikTok. TikTok will implement anti-piracy measures to protect FIFA’s intellectual property, while media partners can monetize their World Cup coverage through TikTok’s premium advertising solutions.
Mattias Grafström, Secretary General of FIFA, said that FIFA’s goal is to share the exhilaration of the FIFA World Cup 2026 with as many fans as possible, and they can’t think of a better way to further that mission during the biggest event in sports history than to have TikTok as the first Preferred Platform of the tournament.
He also said this is an innovative and creative collaboration. It will connect more fans across the globe to the FIFA World Cup in unprecedented ways. The partnership will bring fans behind the curtain and closer to the action than ever before. As football grows and unites more people, we must also evolve how we share and promote it.
Powered by TikTok GamePlan, the collaboration will focus on TikTok’s FIFA World Cup 2026 hub. The hub helps fans discover tournament-related content. It also provides match ticketing and viewing information. Fans can enjoy interactive features like custom stickers, filters, and gamification elements.
