Zurich: International Federation of Association Football (FIFA) and TikTok have signed a first-of-its-kind “Preferred Platform” agreement to expand coverage of the FIFA World Cup 2026 and deliver a unique digital experience to football fans worldwide.
The partnership aims to make the largest event in football history more accessible to millions of fans across the globe through innovative digital engagement.
Under the agreement, TikTok has become FIFA’s first official preferred platform, enabling fans to access behind-the-scenes (BTS) footage and exclusive digital content.
A dedicated “FIFA World Cup 2026 Hub” will be launched on TikTok, featuring match ticket information, viewing details, and interactive gaming features.
Broadcasters and official media partners will be allowed to live stream content, post match clips, and generate revenue through advertising on TikTok.
The platform will also implement strict anti-piracy measures to protect FIFA’s intellectual property rights. For the first time, FIFA and TikTok will jointly launch a comprehensive Creator Program.
As part of this initiative, selected TikTok creators from around the world will receive direct access to press conferences and training sessions, allowing them to present a unique and immersive World Cup experience to their followers.
FIFA Secretary General Mattias Grafström said the goal is to bring the excitement of the FIFA World Cup 2026 to as many fans as possible, adding that TikTok is the ideal platform to achieve this mission. He noted that the partnership will bring fans closer to the action than ever before.
TikTok’s Global Head of Content, James Stafford, said football-related content has seen rapid growth on the platform. He highlighted that 42 percent of users who watch sports content on TikTok show greater interest in live matches, emphasizing the company’s enthusiasm for engaging younger audiences and women in particular.
The agreement follows the success of the FIFA Women’s World Cup 2023, whose videos garnered billions of views on TikTok.
The collaboration has now been significantly expanded for the 2026 World Cup, featuring 48 teams, with the aim of taking the tournament to new digital heights.
