TikTok has secured a first-of-its-kind “Preferred Platform” designation from FIFA for the 2026 World Cup, expanding on the partnership that generated tens of billions of views during the 2023 Women’s World Cup. The agreement runs through the end of 2026 and introduces new content access and creator opportunities for the 48-team tournament.

The partnership centers on an immersive FIFA World Cup 2026 hub powered by TikTok GamePlan, featuring match content, ticket information, viewing details, and interactive elements, including custom stickers, filters, and gamification features.

“FIFA’s goal is to share the exhilaration of the FIFA World Cup 2026 with as many fans as possible, and we can’t think of a better way to further that mission during the biggest event in sports history than to have TikTok as the tournament’s Preferred Platform,” said FIFA Secretary General Mattias Grafström.

Creator Program and Behind-the-Scenes Access

TikTok and FIFA will launch a creator program providing select global creators with access to press conferences, training sessions, and other behind-the-scenes moments. A broader group of creators will receive opportunities to use and co-create content using FIFA archival footage.

The partnership builds on TikTok’s existing winter sports collaboration with the International Ski and Snowboard Federation, which saw content across FIS channels reach more than 400 million views last season.

Media Partner Benefits and Anti-Piracy Measures

Official FIFA World Cup 2026 Media Partners gain the ability to live-stream portions of matches on TikTok, post curated clips, and access special FIFA-produced content. Broadcasters can monetize their World Cup coverage through TikTok’s premium advertising solutions. TikTok will implement anti-piracy policies to protect FIFA’s intellectual property.

“Soccer has experienced explosive global growth on TikTok over the past few years, and as FIFA’s first-ever Preferred Platform, we’re excited for fans to experience the FIFA World Cup 2026 beyond the 90 minutes,” said James Stafford, Global Head of Content at TikTok.

According to TikTok’s internal data, fans are 42% more likely to tune in to live matches after watching sports content on the platform.

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