FIFA and TikTok have announced a partnership running through the end of 2026 that will feature live video clips of World Cup matches on TikTok, along with access to press conferences and training sessions for selected creators. The goal is to bring fans closer to the action and boost engagement, with TikTok citing data that viewers are 42 per cent more likely to watch live matches after seeing sports content on the platform.
The collaboration will also include ticket information and interactive features such as filters, stickers, and other gamification tools. FIFA says the initiative reflects how football’s global audience and media consumption habits are evolving.
The announcement comes amid TikTok’s complicated political history in the U.S., including past attempts to ban the app over national security concerns, though a recent agreement has allowed it to continue operating.
TikTok has previously partnered with FIFA and other major sports organizations, including during the 2023 Women’s World Cup, where content generated billions of views.
The 2026 FIFA World Cup, expanded to 48 teams, will be hosted by the United States, Mexico, and Canada, running from June 11 to July 19, 2026.