Deals
TikTok and FIFA Partner For 2026 World Cup
FIFA has named TikTok its first-ever Preferred Platform, setting the stage for what could be the most creator-forward global sporting events in history and establishing a relationship that could change the way major events like the World Cup are covered. The partnership, announced this week, runs through the end of 2026 and positions creators as essential to how the tournament will be consumed and shared worldwide. “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, in a press release from TikTok.
The deal expands on the collaboration between TikTok and FIFA during the 2023 Women’s World Cup and the 2025 Club World Cup, both of which were wildly popular. Under this new agreement, TikTok will host an immersive FIFA World Cup 2026 hub featuring match highlights, ticketing information, custom stickers, filters, and gamification features. The agreement builds off of TikTok’s recently announced GamePlan product. But the most notable aspect of the partnership announcement is the global creator program. According to TikTok, the program will “provide a select group of global TikTok creators with game-changing access to incredible behind-the-scenes moments – such as press conferences and training sessions – and in the process, give fans unique, relatable perspectives on the FIFA World Cup experience”. A broader tier of creators will also gain permission to co-create content using FIFA’s archival footage, a rare opportunity as sports footage is often difficult to license.
“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, TikTok. FIFA Secretary General Mattias Grafström framed the partnership as an evolution in how football is shared. “This is an innovative and creative collaboration that will connect more fans across the globe to the FIFA World Cup in unprecedented ways, bringing them behind the curtain and closer to the action than ever before.”
This deal marks a major shift for content creators and their coverage of sporting events. For years, creators covering professional sports had to clip broadcast footage under fair use, react outside of stadiums and arenas and wait for official footage to be released, potentially risking legal action and takedowns. This deal formalizes a change in process for live event coverage, where creators are granted access and encouraged to cover events and collaborate as part of a media strategy, mirroring how traditional broadcasting networks negotiate rights packages. The only differences are that the “network” is TikTok, and individual creators will benefit more because of the nature of social media.
According to TikTok internal data mentioned in an announcement about GamePlan in late December, fans who watch sports content on TikTok are 42 percent more likely to tune in to live matches. The company has also noted that 59 percent of users find sports content on TikTok more entertaining than the actual games. For FIFA, partnering with TikTok helps expand their audience and also build their revenue. While FIFA fans on TikTok will be able to stream portions of matches live and access special content, broadcasters and brands will be able to monetize content through access to ad revenue. FIFA also benefits from an agreement with TikTok to “implement anti-piracy policies that support and protect FIFA’s intellectual property.”
The 2026 World Cup kicks off in June across North America, with games in the United States, Canada, and Mexico. This is the first time the tournament will be hosted by three countries. With 48 teams competing, the event is already being positioned as the largest in World Cup history. Details on how creators will be selected for the top-tier access program have not been announced, though TikTok’s existing relationships with sports creators and its GamePlan infrastructure suggest the company already has a pipeline in mind. If the largest sporting event on the planet is willing to treat creators as primary content partners, other institutions may follow.
