TikTok is FIFA Video Content Partner at 2026 World Cup
TikTok becomes FIFA’s official video content partner for the 2026 World Cup, aiming to boost fan engagement with exclusive access, creators, and live content.
FIFA has named TikTok as its first-ever “preferred platform” for social video content at a men’s World Cup tournament of 2026. This shows how the global soccer body plans to reach younger audiences and reshape fan engagement.
48 Nation's Tournament
The partnership will debut at the expanded 48-nation World Cup, co-hosted by the United States, Mexico and Canada from June 11 to July 19. Matches will be staged across 16 host cities, 11 in the U.S., three in Mexico and two in Canada, making it the largest and most geographically dispersed World Cup in history.
Special Access to TikTok
Under the agreement, TikTok creators will receive special access to teams, players and behind-the-scenes moments throughout the tournament. FIFA said the goal is to bring fans closer to the action through short-form storytelling, real-time reactions and exclusive content designed specifically for mobile audiences.
170 million Users in the U.S.
World Cup broadcast rights holders will also be allowed to livestream select portions of the tournament’s 104 matches through a dedicated World Cup hub within the TikTok app, which boasts more than 170 million users in the United States alone. In addition, a broad network of creators will be able to use and co-create content from FIFA’s extensive archival footage, blending historic moments with modern social media formats.
“Fans will be taken behind the curtain and closer to the action than ever before,” FIFA Secretary General Mattias Grafström said, describing the deal as a cornerstone of FIFA’s digital strategy for the expanded tournament.
However, the announcement comes as TikTok continues to face political and regulatory scrutiny in the United States over national security concerns tied to its China-based parent company, ByteDance. TikTok recently became the world’s most downloaded mobile app, even as U.S. lawmakers renewed threats of a potential ban.
In December, ByteDance agreed to form a U.S.-based joint venture with investors including Oracle, Silver Lake and MGX, a move aimed at addressing data security concerns. That deal is expected to be finalized later this month.