FIFA has named TikTok the first “preferred platform” for video content at the 2026 FIFA World Cup, marking a major shift in how the tournament will reach fans around the world.
The men’s World Cup will be co-hosted across 16 cities in the United States, Mexico, and Canada from June 11 through July 19, 2026.
TikTok will host a dedicated World Cup hub featuring match highlights, news updates, ticket and viewing information, and interactive tools such as custom stickers, filters, and gamification features to enhance fan engagement.
Broadcast rights holders will be able to livestream parts of the 104 matches on the platform and share curated clips, while official FIFA-produced content will be made available exclusively for TikTok.
The partnership includes a global creator programme that will give select TikTok creators access to behind-the-scenes moments, including press conferences and training sessions.
A wider group of creators will also be able to use FIFA archival footage to produce content.
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FIFA Secretary General Mattias Grafström said the partnership will bring fans closer to the action than ever before.
TikTok highlighted the platform’s ability to engage younger audiences and expand the reach of live sports content.
The agreement also incorporates measures to protect FIFA’s intellectual property while allowing wider digital access to the tournament.
The collaboration builds on TikTok’s role in the 2023 Women’s World Cup, where it helped generate unprecedented global engagement with highlights and short-form content.