TikTok named FIFA’s first 'preferred platform' for 2026 World Cup

In a first-of-its-kind agreement, FIFA has named TikTok as its "Preferred Platform" for the FIFA World Cup 2026, a deal designed to turn viral fandom into measurable broadcast tune-in.

The partnership, which builds on a 2023 Women’s World Cup tie-up that generated tens of billions of views, provides TikTok with unprecedented integration. For the first time, a select group of global creators will be granted "behind the curtain" access to training sessions and press conferences, while a broader pool of creators will be allowed to co-create using FIFA’s archival footage.

Crucially, the deal unlocks new commercial avenues for official media partners. Global rights holders will be able to live-stream portions of matches directly on the platform and monetise their coverage through TikTok’s premium advertising solutions.

FIFA secretary general Mattias Grafström said the collaboration is central to the tournament’s goal of being the most inclusive sports event in history.

“This is an innovative and creative collaboration that will connect more fans across the globe to the FIFA World Cup in unprecedented ways,” Grafström said. “As football grows and evolves – uniting an increasing number of people – so should the way it is shared and promoted.”

The partnership is anchored by TikTok GamePlan, a product suite designed to drive tangible business results for sports partners. According to TikTok's global head of content James Stafford, fans are 42% more likely to tune in to live matches after watching sports content on the platform.

“TikTok GamePlan turns fandom into measurable business results,” Stafford said. “We’re reaching the next generation of fans – particularly younger and female audiences – and converting that passion into real tune-in and engagement at unprecedented scale.”

To protect the value of these rights, TikTok has committed to implementing strict anti-piracy policies to safeguard FIFA’s intellectual property throughout the 48-team tournament.