Football fans will soon find themselves opening TikTok, not just their TV apps, to catch the world’s biggest sporting event.
FIFA has confirmed that TikTok will serve as its Preferred Platform for the 2026 World Cup, offering live streams, curated highlights, and original content.
This marks the first time FIFA has partnered with a social media platform to deliver full tournament coverage. The move reflects how younger audiences consume sport, blending short‑form video with live action. TikTok’s World Cup hub will host match streams, behind‑the‑scenes footage, and a global creator programme designed to amplify fan voices.
TikTok’s reach is staggering. The app has already proven its ability to drive engagement during the 2023 Women’s World Cup, where FIFA content generated tens of billions of views. By 2026, FIFA aims to replicate and expand that success, making the World Cup more accessible than ever.
The deal cements TikTok’s position as more than a platform for dance challenges or memes. In essence, it’s positioning itself as a legitimate sports broadcaster, competing with traditional networks and streaming services. Fans scrolling through their feeds will stumble upon live football, a shift that could redefine how global tournaments are experienced.
Live match streams directly within TikTok’s app.
Exclusive behind‑the‑scenes access, from locker rooms to training grounds.
Creator‑led coverage, bringing authentic fan perspectives.
Curated highlights and interactive features, designed for mobile viewing.
This hybrid approach blends entertainment with sport, ensuring fans never miss a moment while keeping engagement high.
The partnership signals a broader trend: sports bodies are chasing audiences where they already spend time. FIFA’s deal with TikTok reflects a recognition that Gen Z and younger millennials consume sport differently, preferring snackable clips and interactive experiences.
Traditional broadcasters, like the BBC and ITV in the UK, will still carry matches, but TikTok’s involvement adds a fresh layer of accessibility. For FIFA, it’s a calculated gamble to expand reach and monetise attention in new ways. For fans, it’s a chance to watch the World Cup in a place they never expected.
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