The social network TikTok will be FIFA’ s preferred platform for the 2026 World Cup, to be held between June 11 and July 19, with the aim of making it “a reference for fans and creators during the tournament,” the organization said Thursday in a statement.
The agreement between FIFA and TikTok will run until the end of 2026 and will allow the holders of the audiovisual rights of the competition to exploit them on this social network, “broadcast live moments of the matches, publish personalized videos and access special content produced by FIFA”, as well as “monetize their coverage of the World Cup through TikTok’s premium advertising formats”.
FIFA bets on greater digital reach
FIFA argues that this agreement will make the 2026 World Cup more accessible to millions of fans.
“FIFA’s goal is to share the passion for the 2026 FIFA World Cup with as many fans as possible.”
“And we can’t think of a better way to do it.”
Says Mattias Grafström, FIFA general secretary.
“Football keeps growing, evolving and bringing people together more and more, so we need to adapt the way we share and promote the sport,” he adds.
For the 2023 Women’s World Cup, FIFA and TikTok have already established a partnership that, according to FIFA data, has accumulated billions of views.
Now, TikTok’s themed content hub for the 2026 FIFA World Cup will allow “unique content about all 48 participating teams”.
Or “enjoy other incentives, such as personalized stickers and filters or gamification features,” according to the statement.
Creators will have exclusive access
El fútbol no deja de crecer
Mattias Grafström
A group of content creators chosen by the organization will also have access to exclusive moments and archive images.
“We are very excited that fans will be able to enjoy the 2026 FIFA World Cup beyond the 90 minutes that a match lasts.”
Explains James Stafford, TikTok’s Global Head of Content.
“There is a 42% higher likelihood that fans will watch a live game after enjoying sports content on TikTok.”
“We are connecting with the next generation of soccer fans.”
“Especially women and young people, and turning that passion into unprecedented participation and interaction,” she concludes.
With information from EFE
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