TikTok has been set as FIFA’s first-ever “preferred platform” partner in a deal ahead of the 2026 World Cup that aims to make the social media app the “go-to place for fans and creators throughout the tournament,” taking place this summer. The TikTok pact, which comes on the heels of the team-up between the brands for the FIFA Women’s World Cup in 2023, will allow FIFA’s official 2026 World Cup media partners to livestream parts of matches, post more curated clips and access special content produced by FIFA for TikTok, while broadcasters will have the opportunity to monetise FIFA World Cup coverage through TikTok’s ad product. Throughout the FIFA campaign, TikTok says it “will implement anti-piracy policies that support and protect FIFA’s intellectual property.”“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 Secretary General Mattias Grafström said. “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. As football grows and evolves — uniting an increasing number of people — so should the way it is shared and promoted.”

Source: The Guardian January 09, 2026 16:08 UTC