Credit: Fauzan Saari via Unsplash
Social media video platform TikTok will become the first-ever preferred platform for the FIFA (International Federation of Association Football) World Cup 2026.
This partnership expands on FIFA and TikTok agreement for the FIFA Women’s World Cup in 2023.
Media partners for the social media platform can live-stream parts of matches, post extra curated clips and access exclusive content produced by FIFA for the platform.
TikTok is offering premium advertising solutions for broadcast partners.
The platform will introduce anti-piracy policies that support and protect FIFA’s intellectual property.
“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,” said FIFA secretary general, Mattias Grafström.
“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.”
The partnership will be enhanced by TikTok’s FIFA World Cup 2026 hub offering fans access to content across the 48-team tournament, match ticket and viewing information and participation incentives including custom stickers, filters and gamification features.
FIFA and TikTok will build a creator programme. A group of global TikTok creators will provide behind-the-scenes moments including the chance to use and co-create FIFA archival footage.
"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.
"TikTok GamePlan turns fandom into measurable business results for our sports partners, with fans being 42% more likely to tune in to live matches after watching sports content on TikTok. We're reaching the next generation of football fans, particularly younger and female audiences and converting that passion into real tune-in and engagement at unprecedented scale."
The new partnership will run until the end of 2026.
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