TikTok has inked a groundbreaking deal with FIFA to become the first-ever “preferred platform” for video content at the 2026 men’s World Cup, enabling live streaming of match clips and parts of games through its app as the tournament unfolds across the U.S., Canada, and Mexico this summer.
The partnership, announced on Thursday, positions the ByteDance-owned short-form video giant as FIFA’s go-to social media hub for the expanded 48-team event, building on their collaboration during the 2023 Women’s World Cup that racked up tens of billions of views. Under the agreement, which runs through the end of 2026, FIFA’s official broadcast partners, such as Fox and Telemundo in the U.S., or the BBC in the U.K., will have the option to livestream segments of the 104 matches directly on TikTok, alongside curated clips and exclusive behind-the-scenes footage.
A dedicated in-app World Cup hub, powered by TikTok’s GamePlan marketing suite, will serve as the central fan destination, offering match ticket info, viewing guides, custom stickers, filters, and gamification features to boost engagement. The deal also includes a global creator program, granting select TikTok influencers exclusive access to press conferences, training sessions, and other insider moments, while a broader creator pool can co-create content using FIFA’s archival library. To safeguard content, TikTok will deploy anti-piracy measures to protect FIFA’s intellectual property.
“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 first Preferred Platform,” said FIFA Secretary General Mattias Grafström in the announcement.
TikTok’s Global Head of Content, James Stafford, echoed the sentiment: “Football 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, with exclusive content and unprecedented creator access.” He noted that fans are 42% more likely to tune into live matches after engaging with sports content on the platform, particularly appealing to younger and female audiences.
This marks TikTok’s deepest foray into major live sports yet, at a time when the app boasts over 1.5 billion users worldwide and faces ongoing regulatory scrutiny in markets like the U.S. over data privacy concerns. It’s a step up from previous World Cup social integrations; for instance, YouTube secured a lower-level sponsorship for the 2022 tournament in Qatar, including creator access but without the same livestreaming emphasis or “preferred” status.
In recent months, TikTok has ramped up its sports ambitions, partnering with leagues like the NBA and NFL for exclusive clips and fan challenges, while rivals like Instagram Reels and YouTube Shorts vie for similar short-form dominance. No other platforms were named as competitors for this specific FIFA deal, which didn’t disclose financial terms, but the tie-up underscores TikTok’s edge in reaching Gen Z fans amid a fragmented sports media landscape.
The streaming wars in sports are heating up, with traditional broadcasters like ESPN and newer entrants like Amazon Prime Video securing full-game rights, but TikTok’s focus on bite-sized, interactive content could redefine how global audiences consume mega-events like the World Cup. As the tournament kicks off in June, this partnership may signal a shift toward social platforms as essential extensions of live sports broadcasting, potentially influencing future rights negotiations.
