FIFA chooses TikTok for the 2026 World Cup: Exclusive Content and Fan Connection

TikTok becomes FIFA’s main platform for the 2026 World Cup

The FIFA World Cup 2026, to be held between June 11 and July 19, will have TikTok as its preferred platform. This was announced by the organization through an official statement this Thursday, with the aim of turning the social network into a key meeting point for fans and creators during the tournament. The agreement between FIFA and TikTok, which will extend until the end of 2026, will allow audiovisual rights holders of the competition to exploit content on the platform. This includes the live broadcast of match highlights, the publication of personalized videos, and access to special content produced by FIFA. In addition, the monetization of the World Cup coverage will be facilitated through premium advertising formats on TikTok. FIFA emphasizes that this agreement seeks to expand the reach of the 2026 World Cup to millions of fans.

FIFA’s goal is to share the passion for the FIFA World Cup 2026 with as many fans as possible, and we can’t think of a better way to do it.

Mattias Grafström, FIFA Secretary General

“Football keeps growing, evolving and uniting more and more people, so we must adapt the way we share and promote this sport,” he added. Collaboration between FIFA and TikTok already proved successful in the 2023 Women’s World Cup, accumulating billions of views. For the FIFA World Cup 2026, a thematic content hub will be created on TikTok, where users can enjoy unique content about the 48 participating teams, according to the statement. A select group of content creators will have exclusive access to archival moments and images.

We are very excited that fans can enjoy the FIFA World Cup 2026 beyond the 90 minutes of a match.

James Stafford, Global Head of Content at TikTok

«There is a 42% greater chance that followers will watch a live match after enjoying sports content on TikTok. We are connecting with the next generation of football fans, especially women and young people, and turning that passion into unprecedented participation and interaction», he concludes.