FIFA and TikTok have established an agreement to cover the 2026 World Cup, which will take place in Canada, the United States and Mexico between the months of June and July. The alliance establishes the social network as the “preferred platform” to follow all content related to the competition.
The sports body defines movement as “unprecedented agreement” and “innovative collaborationHe assures that the partnership with TikTok, which according to part of the success achieved during the 2023 Women’s World Cup, will reinforce the access and promotion of original content for fans around the world as part of its social media strategy, making the great soccer tournament more accessible.
“The goal is to share the passion for the World Cup with as many fans as possible”
“FIFA’s goal is to share the passion for the 2026 FIFA World Cup with as many fans as possible“said Mattias Grafström, FIFA Secretary General, in a statement. “This is a pioneering collaboration that will connect fans around the world with the World Cup in an innovative and creative way, with unprecedented images and the closest coverage to date. Football continues to grow, evolve and unite more and more people, so we must adapt the ways in which we share and promote this sport.“.
The agreement, which will be valid until the end of 2026, will have its maximum expression in the creation of a thematic content center on TikTok dedicated to the event. In it, users will be able to enjoy unique content about the 48 participating teams, consult information about matches and ticket sales or access resources, such as stickers, personalized filters or gamification functions.
This space will be created with TikTok GamePlan, the social network’s suite of products dedicated to sports content.
Additionally, and for the first time, FIFA and TikTok will develop a special program for content creators around the world, who will have access to exclusive moments, such as press conferences and training sessions, and archival footage. Thus, fans will be able to follow their experiences during the World Cup.
“Football has grown exponentially on TikTok in recent years, and as FIFA’s first preferred platform, we are very excited that fans can enjoy the 2026 FIFA World Cup beyond the 90 minutes that a match lasts. All thanks to exclusive content and unprecedented access for creators“commented, for his part, James Stafford, Global Director of Content at TikTok.
FIFA points out that the alliance with TikTok will also provide unique opportunities for holders of audiovisual rights on the social network. Among them, he cites the possibility of live broadcasting moments of the matches, publishing personalized videos and accessing special content produced by FIFA for TikTok. In addition, it ensures that networks will also be able to monetize their World Cup coverage through premium TikTok advertising formats.
As part of the agreement, TikTok has also committed to implementing anti-piracy measures and policies to promote and protect FIFA’s intellectual property rights.
