FIFA names TikTok first ‘Preferred Platform’ for World Cup 2026
January 9, 2026 10.10 Europe/London By Julian Clover


FIFA has struck a “Preferred Platform” agreement with TikTok to deepen the social video platform’s integration with coverage of the FIFA World Cup 2026, expanding access to official content and opening up new options for rights-holding media partners.

The deal, which runs until the end of 2026, builds on FIFA and TikTok’s collaboration around the FIFA Women’s World Cup 2023, which FIFA says generated tens of billions of views.

At the centre of the partnership will be TikTok’s FIFA World Cup 2026 hub, designed to aggregate tournament content alongside ticket and viewing information, with additional participation features such as stickers, filters and gamified elements.

FIFA and TikTok will also launch a global creator programme, giving selected creators behind-the-scenes access including press conferences and training sessions, alongside opportunities for a wider group of creators to co-create using FIFA archive footage.

For FIFA’s official media partners, the agreement promises expanded opportunities on TikTok, including access to additional curated clips and FIFA-produced content for the platform. FIFA says the partnership will also enable broadcasters to live-stream parts of matches, and to monetise World Cup coverage on TikTok using the platform’s premium advertising products.

TikTok will also apply anti-piracy measures aimed at protecting FIFA’s rights and intellectual property during the tournament.