TikTok and FIFA have selected 30 creators to serve as official correspondents during the FIFA World Cup 2026, deploying them across host cities in Canada, Mexico, and the United States to deliver fan-focused coverage of the tournament.

The “Creator Correspondents” program builds on TikTok’s “Preferred Platform” agreement with FIFA, which was established in January and runs through the end of the year. That agreement introduced expanded content access and creator opportunities around the 48-team tournament, including behind-the-scenes access to press conferences, training sessions, and other matchday moments.

The 30 selected creators span four continents, 11 countries, and 22 cities. Their assignments will include bus arrivals, gameday access, training sessions, press conferences, and warm-ups. Creator content will be accessible through TikTok’s FIFA World Cup 2026 Hubs, powered by TikTok GamePlan, or by searching “FIFA World Cup” on the platform.

“Soccer culture is being shaped by a new generation of creators on TikTok, genuine fans of the sport who have built passionate communities centered on their love of the game,” said Rollo Goldstaub, Global Head of Sport at TikTok, in an announcement. “The FIFA World Cup 2026 is the biggest stage in soccer, and through both programs we are giving these emerging voices the opportunity to be part of telling the tournament’s story.”

Creator Profiles and Content Scope

The cohort covers a range of content formats, including tactical analysis, fan interviews, skills tutorials, behind-the-scenes storytelling, and referee education. Creators hail from Argentina, Brazil, France, Germany, Japan, Mexico, Poland, Scotland, South Korea, Spain, and the United States, among other markets.

Notable participants include David Gerson, founder of “Refs Need Love Too,” a platform focused on explaining officiating decisions to fans, and Takuya, founder of Regate Dribbling School in Japan. Several creators, including Evdokia Popadinova and Rachel DeMita, bring professional or collegiate athletic backgrounds to their content.

Platform and Partner Context

TikTok GamePlan, which powers the FIFA World Cup 2026 Hubs, is described as a product suite designed to help sports teams, leagues, and broadcasters drive discovery and audience engagement. Official FIFA media partners can live-stream portions of matches, post curated clips, and access FIFA-produced content through the platform, with monetization available through TikTok’s premium advertising solutions.

The “Creator Correspondents” program extends a creator access initiative that TikTok and FIFA outlined in January, under which a select group of global creators would receive press conference and training session credentials, while a broader group would gain access to FIFA archival footage for co-creation.

TikTok’s partnership with FIFA follows a prior collaboration during the 2023 Women’s World Cup, which the company said generated tens of billions of views. 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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