FIFA Signs Historic Deal with TikTok for 2026 World Cup Coverage

Published On: January 22, 2026

In a landmark move ahead of the FIFA World Cup 2026, football’s global governing body has entered into a historic partnership with TikTok, making the platform FIFA’s first-ever preferred digital destination for tournament-related content.

Under this innovative collaboration, fans around the world will gain access to behind-the-scenes (BTS) footage, exclusive videos, and interactive digital experiences, bringing them closer to the action than ever before.

Dedicated FIFA World Cup 2026 Hub on TikTok

As part of the agreement, TikTok will launch a dedicated “FIFA World Cup 2026 Hub”, featuring:

Match ticket information
Viewing guides and schedules
Interactive gaming features
Official highlights and exclusive clips

This hub aims to serve as a one-stop digital destination for World Cup fans, particularly younger audiences who consume sports content online.

New Revenue Opportunities for Broadcasters

Broadcasters and official media partners will be allowed to:

Live stream approved content on TikTok
Post match clips legally
Generate revenue through advertising and branded content

To protect rights holders, TikTok will also enforce strict anti-piracy policies to safeguard FIFA’s intellectual property.

Global Creator Program Launched for the First Time

For the first time in World Cup history, FIFA and TikTok will jointly introduce a global Creator Program. Selected TikTok creators from around the world will receive:

Access to press conferences
Exclusive training sessions
Special behind-the-scenes coverage opportunities

This initiative is designed to allow creators to showcase the World Cup from a fresh and unique perspective for their followers.

What FIFA and TikTok Officials Said

FIFA Secretary General Mattias Grafström said the goal is to deliver World Cup excitement to as many fans as possible, adding that TikTok is the ideal platform to achieve this vision.

TikTok’s Global Head of Content James Stafford highlighted the rapid growth of football content on the platform, revealing that 42% of sports viewers on TikTok show higher interest in watching live matches. He emphasized TikTok’s focus on engaging young audiences and women, expanding football’s global reach.

Building on Past Success

This expanded partnership follows the massive success of the FIFA Women’s World Cup 2023, whose videos garnered billions of views on TikTok. With the 48-team World Cup 2026, FIFA aims to take digital engagement to an entirely new level.