By Mallory Mattingly
FIFA choose a surprising “preferred platform” for this year’s World Cup: TikTok.
FIFA said the social media platform will be the “go-to place for fans and creators throughout the tournament” over the summer.
“FIFA’s goal is to share the exhilaration of the FIFA World Cup 2026 with as many fans as possible, and we can’t think of a better way to further that mission during the biggest event in sports history than to have TikTok as the tournament’s first Preferred Platform,” FIFA’s Secretary General Mattias Grafström said.
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“This is an innovative and creative collaboration that will connect more fans across the globe to the FIFA World Cup in unprecedented ways, bringing them behind the curtain and closer to the action than ever before,” he added. “As football grows and evolves – uniting an increasing number of people – so should the way it is shared and promoted.”
The new partnership with allow “an enhanced level of collaboration and integration, allowing TikTok to offer more comprehensive FIFA World Cup 2026 coverage, including increased original content,” a press release said. “This first-of-its-kind Preferred Platform agreement builds on the groundbreaking tie-up between FIFA and TikTok for the FIFA Women’s World Cup 2023™, which resulted in tens of billions of views.”
The 2026 World Cup tournament consists of 104 games taking place across the US, Canada and Mexico. It runs from June 11 to July 19, with the final taking place at the MetLife Stadium in New York/New Jersey at 3 p.m. ET.
The sports content will come through TikTok’s latest addition, TikTok GamePlan, “a comprehensive product suite that allows sports teams, leagues, and broadcasters to drive discovery, deepen engagement, and deliver real business results.”
TikTok’s Global Head of Content James Stafford touted soccer’s recent explosive growth around the world, adding, “as FIFA’s first-ever Preferred Platform we’re excited for fans to experience the FIFA World Cup 2026 beyond the 90 minutes, with exclusive content and unprecedented creator access.”
“TikTok GamePlan turns fandom into measurable business results for our sports partners, with fans being 42% more likely to tune in to live matches after watching sports content on TikTok,” he continued. “We’re reaching the next generation of football fans — particularly younger and female audiences — and converting that passion into real tune-in and engagement at unprecedented scale.”
Teaming up with TikTok will certainly make World Cup 2026 content even more accessible for fans around the world.
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