FIFA Names TikTok Its First “Preferred Platform” for Social Video at a Men’s World Cup

FIFA has selected TikTok as the first “preferred platform” for video content on social media at the men’s World Cup, the organization announced Thursday. The deal covers the 2026 tournament, which will feature 48 nations and be staged in 16 host cities across North America.

Matches will be played from June 11 to July 19, with 11 host cities in the United States, three in Mexico, and two in Canada.

Creator access and a dedicated World Cup hub

FIFA said the tie-in will provide creators with special access at the tournament and will be centered on a dedicated World Cup hub inside the TikTok app, which FIFA said has more than 170 million users in the United States.

FIFA also said a broad group of creators will be able to use and co-create content using FIFA archival footage. In addition, FIFA said broadcast rights holders will be allowed to livestream parts of the tournament’s 104 matches through the TikTok hub, though FIFA did not specify what live content would be permitted at an event where commercial rights are tightly protected.

Deal terms undisclosed, as questions remain on live rights

FIFA did not disclose the financial terms of the agreement or provide details about whether the partnership followed a formal tender process or included competing bids.

YouTube had a smaller sponsorship arrangement at the 2022 World Cup in Qatar that also provided creator access, but FIFA described TikTok as its first “preferred platform” for social video at a men’s World Cup.

FIFA Names TikTok Its First “Preferred Platform” for Social Video at a Men’s World Cup (Image source: merca20.com)

FIFA pitches “behind-the-scenes” access and interactive fan features

FIFA Secretary General Mattias Grafström said the partnership is designed to bring fans closer to the tournament experience, including behind-the-scenes content.

TikTok’s World Cup hub will also include “participation incentives,” including custom stickers, filters, and gamification features. TikTok executive James Stafford said the company’s TikTok GamePlan offering is intended to translate sports viewing into measurable results for partners, including a claim that fans are more likely to tune into live matches after watching sports content on TikTok.

Partnership arrives as TikTok’s U.S. status remains a national issue

The announcement comes amid continued political scrutiny of TikTok in the United States, where the app has faced the threat of being shut down over national security concerns. In December, TikTok parent ByteDance agreed to form a U.S. joint venture with investors including Oracle, Silver Lake, and MGX, with the deal expected to be finalized later this month.