TikTok steps onto World Cup stage
TikTok has been selected by FIFA as its first preferred social media platform for video content at a men’s World Cup, a move that highlights how the sport’s governing body is adapting to shifting media habits ahead of its largest tournament ever.
According to the Associated Press, FIFA confirmed the agreement on Thursday, positioning the video app at the center of its digital strategy for the 2026 tournament in North America.
A new digital priority for FIFA
The partnership applies to the expanded 48 team World Cup, scheduled to run from June 11 to July 19, 2026. Matches will be played across 16 host cities, with the majority in the United States, alongside venues in Mexico and Canada.
FIFA said creators using TikTok will receive special access throughout the tournament, signaling a greater emphasis on behind the scenes content and fan driven storytelling.
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The organization did not disclose the financial terms of the agreement or say whether other platforms were considered, according to AP reporter Graham Dunbar.
Streaming access and archival content
FIFA said broadcast rights holders will be able to livestream portions of the tournament’s 104 matches through a dedicated hub within the TikTok app. The governing body noted that the platform has more than 170 million users in the United States.
Creators will also be permitted to use and co create content from FIFA’s video archives, expanding the range of official footage available on social media.
However, FIFA did not specify what types of live match action could be shown, an open question given the strict commercial protections usually attached to World Cup broadcasting rights.
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Precedents and platform experiments
While TikTok’s role marks a first for a men’s World Cup, FIFA has previously tested limited creator access on other platforms.
YouTube held a smaller sponsorship arrangement during the 2022 World Cup in Qatar, which allowed select creators to operate around the tournament.
TikTok has also experimented with match related coverage through its partnership with Major League Soccer and Apple TV, including dedicated camera feeds following Lionel Messi during his appearances for Inter Miami.
Behind the curtain promise
FIFA secretary general Mattias Grafström said the partnership is intended to give fans deeper access to the tournament experience.
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He said supporters would be taken “behind the curtain and closer to the action than ever before,” according to the Associated Press.
TikTok said its in app World Cup hub will feature interactive elements such as custom stickers, filters and gamification tools designed to boost engagement.
“TikTok GamePlan turns 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,” said James Stafford, TikTok’s global head of content.
Political scrutiny meets sporting ambition
The World Cup partnership comes as TikTok continues to face political pressure in the United States over national security concerns.
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According to the Associated Press, TikTok’s China based parent company ByteDance agreed in December to form a U.S. joint venture with investors including Oracle, Silver Lake and MGX.
That deal is expected to be finalized later this month, placing TikTok’s expanding role in global sports under additional scrutiny as the 2026 World Cup approaches.
Sources: Associated Press, reporting by Graham Dunbar
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