TikTok named FIFA’s first preferred platform ahead of World Cup 2026

TikTok has entered into a global partnership with FIFA to become the football governing body’s first-ever Preferred Platform, a move set to transform how fans engage with the FIFA World Cup 2026.

Under the agreement, which will run until the end of 2026, TikTok will provide expanded official coverage of the tournament, offering behind-the-scenes access, exclusive content, and interactive fan experiences beyond live match broadcasts. The partnership aims to bring the world’s biggest sporting event closer to fans through creator-driven and community-focused digital engagement.

As part of the collaboration, TikTok will serve as a central hub for FIFA World Cup 2026 content, delivering original programming and immersive storytelling while connecting fans, creators, and football culture in real time.

The partnership builds on the success of TikTok and FIFA’s collaboration during the FIFA Women’s World Cup 2023, which generated tens of billions of views globally and underscored the growing influence of digital platforms in sports consumption.

A key feature of the agreement will be TikTok’s dedicated FIFA World Cup 2026 hub, powered by TikTok GamePlan. The hub will allow fans to discover engaging content related to the 48-team tournament, alongside match schedules, ticketing information, and interactive elements such as custom stickers, filters, and gamification features.

FIFA Secretary General Mattias Grafström said the partnership aligns with FIFA’s goal of reaching fans worldwide. “We want to share the excitement of the FIFA World Cup 2026 with as many people as possible, and TikTok offers an unmatched platform to connect with fans in innovative ways,” he said.

James Stafford, TikTok’s Global Head of Content, highlighted football’s rapid growth on the platform, saying the partnership would allow fans to experience the World Cup beyond the 90 minutes, with exclusive content and expanded creator access.

For the first time, TikTok and FIFA will also launch a structured global creator programme. Selected creators will receive behind-the-scenes access to events such as press conferences and training sessions, while others will collaborate using FIFA’s archival footage to offer fresh perspectives on the tournament.

The initiative marks a significant step in FIFA’s digital strategy and reflects the increasing role of social platforms in shaping how global sporting events are experienced by fans worldwide.