TikTok continues to attract international federations. The FIS had already taken the plunge, and FIFA is following suit. The governing body of football has concluded a groundbreaking agreement with the platform, valid until the end of the year, to improve media coverage of the 2026 World Cup. TikTok will become FIFA's first-ever preferred platform ", the organization announced, promising more comprehensive coverage of the 2026 World Cup, including more original contentThis will make it the preferred meeting place for fans and creators throughout the competition. ».
FIFA and TikTok had already collaborated during the 2023 Women's World Cup, successfully, since the tournament generated tens of billions of views. This partnership " will allow more football fans around the world to experience the World Cup in a new way thanks to behind-the-scenes footage and diving right into the heart of the action, explains FIFA Secretary General Mattias Grafström. Football is growing and evolving, bringing together an ever-increasing number of people. This must be reflected in the way it is shared and promoted. »
FIFA and TikTok will give privileged access to a select group of TikTok creators (press conferences, training sessions, etc.) in order to offer supporters " a unique perspective on the World Cup experience Creators will also be allowed to use FIFA archive footage for their videos.
« Football has experienced meteoric growth on TikTok these last years“,” emphasizes James Stafford, global head of content at TikTok. With TikTok GamePlan, fans translate into measurable business results for our sports partners, as they represent 42% more likely to follow live matches after watching sports content on TikTokWe are reaching the next generation of football fans. in particular young people and womenand we will transform their passion for this sport into an audience, into unprecedented enthusiasm. »
