FIFA has partnered with TikTok for a multi-platform deal that will bring an unprecedented level of accessibility to its 2026 World Cup matches. According to the agreement, selected portions of matches will be broadcast live on the social media platform, sparking curiosity about how much of each match will be shared.
The terms of this "preferred partner" deal are vague, with FIFA citing only that it aims to bring fans closer to the action. However, the potential benefits for both parties are clear: TikTok stands to capitalize on its proven track record in boosting engagement and viewership among sports fans, with 42 percent more fans tuning into live matches after watching sports content on the platform.
TikTok's global head of content emphasized that the platform can "transform fandom into measurable business results" for sports partners. For FIFA, this collaboration is seen as a way to expand its reach and promote the World Cup in new and innovative ways.
To achieve this goal, TikTok plans to deploy various interactive features such as filters and stickers, while also utilizing social media influencers to create engaging content around the tournament. FIFA will grant select global creators access to exclusive press conferences, training sessions, and behind-the-scenes footage, further fueling the excitement and sharing of World Cup moments.
The 2026 World Cup is set to kick off on June 11th and run through July 19th, with matches taking place in 16 cities across Canada, the US, and Mexico. With this partnership, FIFA is poised to unite a vast global audience around the sport it loves, while TikTok gets ready to take its sports programming to new heights.
The terms of this "preferred partner" deal are vague, with FIFA citing only that it aims to bring fans closer to the action. However, the potential benefits for both parties are clear: TikTok stands to capitalize on its proven track record in boosting engagement and viewership among sports fans, with 42 percent more fans tuning into live matches after watching sports content on the platform.
TikTok's global head of content emphasized that the platform can "transform fandom into measurable business results" for sports partners. For FIFA, this collaboration is seen as a way to expand its reach and promote the World Cup in new and innovative ways.
To achieve this goal, TikTok plans to deploy various interactive features such as filters and stickers, while also utilizing social media influencers to create engaging content around the tournament. FIFA will grant select global creators access to exclusive press conferences, training sessions, and behind-the-scenes footage, further fueling the excitement and sharing of World Cup moments.
The 2026 World Cup is set to kick off on June 11th and run through July 19th, with matches taking place in 16 cities across Canada, the US, and Mexico. With this partnership, FIFA is poised to unite a vast global audience around the sport it loves, while TikTok gets ready to take its sports programming to new heights.
! As someone who's super passionate about soccer (or as I like to call it, football 
), I know how hard it can be to keep up with all the matches and updates. This partnership is gonna make the World Cup feel so much more accessible and interactive for fans worldwide.
. Will we get highlights from every goal scored, or just snippets? I hope they don't water down the actual matches with too many ads and distractions – that would kinda ruin the experience for me 
.
. I'm hyped to see what kind of creative stuff they come up with for the World Cup 
I do think it'll bring in some new fans though, might give soccer more of a youthful vibe.
. Remember when you'd talk to your friends about the game and they'd tell you all about it? Now everyone's too busy making TikTok videos to have real conversations 
. Still, I guess that's progress for ya...
! It's so cool that they're gonna make the 2026 World Cup matches more accessible and shareable on TikTok. I mean, who doesn't love a good live stream or behind-the-scenes vid, right? 
The interactive features like filters and stickers are also gonna be a game-changer – can you imagine getting to see your favorite players in silly costumes or creating memes around the tournament 
! But for real though, it's awesome that FIFA is trying new things and expanding its reach. TikTok's already proven itself as a platform for sports fans to engage with, so this partnership feels like a match made in heaven 
. Bring on the excitement and let's get ready for some unforgettable World Cup moments! 
also gotta say, 42% more fans tuning in is kinda promising but what about viewership for players and teams who aren't featured on tiktok? are they gonna get left behind? 
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FIFA and TikTok teaming up is probably gonna make all the matches feel like a big commercial for the app. Can't wait to see 10 minutes of every match broadcasted on TikTok, with annoying ads and filters everywhere... 
This partnership better be lit or I'm ghosting my feeds for 6 weeks! 
Still, I suppose it's progress, and if it brings more people into the beautiful game... 
, I wonder how much of each match will go up, tho? Like, is it just highlights or the whole thing? 
. It's all about creatin' an immersive experience for fans, you know? 
. These global creators are gonna bring some serious buzz to the World Cup, and I love how they're givin' 'em access to exclusive content too 
Still, if it brings more people in... I suppose it's worth a shot! Just gotta make sure they don't sacrifice too much quality for the sake of "going viral" 
. I mean, don't get me wrong, I love that they're trying to bring fans closer to the action, but if it's just a bunch of highlight reels and lip-syncing, then what's the point? And with 42% more fans tuning in after watching sports content, are we just gonna be watching a ton of watered-down clips instead of actual matches? 
. I want to see some actual substance behind the partnership, you know? Give us more than just filters and stickers... how about some real analysis or commentary from experts? 
And what about the global creators? Having exclusive access to press conferences and training sessions sounds like a dream come true for many fans... 
and for fifa to get to expand their reach and promote the world cup in such an innovative way is just amazing 
I mean, I've seen TikTok do some crazy stuff with sports before, but this is gonna be on another level. Will be super interesting to see how much of the matches are actually being broadcast live 
. And let's be real, 42% more fans tuning in is HUGE!!! 