FIFA has announced a partnership with TikTok to live‑stream select matches of the 2026 World Cup on the platform. The agreement also includes original content, curated clips and behind‑the‑scenes moments for selected creators, aiming to share the tournament’s excitement with a broader audience by leveraging TikTok’s global reach.
FIFA Secretary General Mattias Grafström emphasized the goal of making the 2026 World Cup accessible to as many fans as possible, and highlighted the TikTok partnership as a key step toward that objective, given the platform’s growing popularity among sports enthusiasts. James Stafford, TikTok’s global head of content, noted that football has seen significant growth on TikTok in recent years, making the platform an ideal partner for FIFA.
The deal creates a World Cup hub on TikTok, powered by TikTok GamePlan—a suite of tools designed for sports fans and creators. The hub will feature a searchable interface, custom stickers, filters and gamification elements, allowing fans to engage with the tournament in multiple ways. A creator program will give select TikTok creators exclusive access to content such as press conferences and training sessions, while a broader group of creators will be able to use archival FIFA footage under TikTok’s anti‑piracy policies.
The partnership runs until the end of 2026, marking a significant development in sports streaming. With rising demand for online content, the agreement is expected to enhance the fan experience and provide innovative ways for audiences to engage with the World Cup. As the tournament approaches, fans can look forward to a wide range of TikTok content—from live matches to behind‑the‑scenes moments—further expanding the platform’s role in the sports landscape.
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