FIFA announced on Thursday that its media partners can broadcast “parts of matches” from the 2026 World Cup on TikTok. The partnership, designated as the “preferred platform,” extends through the end of 2026. FIFA did not specify the duration of the live clips.
The collaboration aims to bring fans “closer to the action.” TikTok’s global head of content stated that live sports on the platform transform “fandom into measurable business results for our sports partners, with fans being 42 percent more likely to tune in to live matches after watching sports content on TikTok.”
TikTok’s World Cup coverage will incorporate filters, stickers, and other gamification features. FIFA will provide a select group of global TikTok creators with access to press conferences and training sessions for content creation.
FIFA secretary general Mattias Grafstrom said, “As football grows and evolves — uniting an increasing number of people — so should the way it is shared and promoted.”
The 2026 World Cup is scheduled from June 11 to July 19 across 16 cities in Canada, the United States, and Mexico.
