FIFA names TikTok as first Preferred Platform for 2026 World Cup

FIFA has made TikTok a Preferred Platform, giving the platform access to more comprehensive FIFA World Cup 2026 coverage, including increased original content.

TikTok is the first Preferred Platform for the tournament and builds on the tie-up between TikTok and FIFA for the FIFA Women’s World Cup 2023, which TikTok reports resulted in tens of billions of views.

The partnership unlocks significant opportunities for official FIFA World Cup 2026 Media Partners on TikTok, including the ability to live-stream parts of matches, post more curated clips and access special content produced by FIFA for TikTok.

Broadcasters will also be able to monetise their FIFA World Cup coverage through TikTok’s premium advertising solutions.

TikTok says it will implement 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 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 soccer grows and evolves – uniting an increasing number of people – so should the way it is shared and promoted.”

TikTok and FIFA will build a creator program that will provide a select group of global TikTok creators with access to behind-the-scenes moments – such as press conferences and training sessions – and give fans unique, relatable perspectives on the FIFA World Cup experience on TikTok.

Additionally, a wide group of creators will receive the opportunity to use and co-create FIFA archival footage.

“Soccer 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 soccer fans - particularly younger and female audiences - and converting that passion into real tune-in and engagement at unprecedented scale.”