After an agreement with FIFA, TikTok will be the preferred digital platform for the 2026 World Cup

2026 World Cup added a key partner in the digital field. In recent hours, FIFA confirmed a strategic agreement with TikTok for it to be the tournament's preferred platform and to concentrate a large part of its audiovisual and creative experience.

The alliance, which will be in force until the end of the year, will allow deeper coverage of the tournament, with original content, active participation by creators, and access to match highlights.

In addition, rights holders will be able to broadcast live moments, publish custom pieces, and monetize their coverage through premium advertising formats. In parallel, TikTok will apply specific policies to combat piracy and protect FIFA's commercial rights.

One of the pillars of the agreement will be the creation of a thematic content hub fully dedicated to the World Cup, developed together with TikTok GamePlan. There, users will be able to follow the 48 participating national teams, consult information about matches and tickets, and use interactive tools such as filters, stickers, and gamification dynamics designed to enhance the fan experience.

The initiative will also include a special program for content creators from different countries, who will have access to training sessions, press conferences, and exclusive material. Some will even be able to work with FIFA's historical archives to produce new audiovisual pieces.

From the sport's governing body, officials highlighted the project's reach. "FIFA's goal is to share the passion for the FIFA World Cup 2026 with as many fans as possible, and we can't think of a better way to do so, especially ahead of the biggest sporting event in history, than to have TikTok as the competition's first preferred platform," said Mattias Grafström, the international body's secretary general.

He added: "This is a pioneering collaboration that will connect fans around the world with the World Cup in an innovative and creative way, with never-before-seen images and the closest coverage to date. Football keeps growing, evolving, and bringing more and more people together, so we must adapt the ways in which we share and promote this sport."

Meanwhile, the Chinese giant also celebrated the agreement and targeted new audiences. "Football has grown exponentially on TikTok in recent years, and as FIFA's first preferred platform, we're very excited that fans can enjoy the World Cup beyond the 90 minutes," said James Stafford, the platform's global Head of Content.

This way, the 2026 World Cup is on track to offer a different experience: closer, more interactive, and designed for a generation that also consumes football through screens and social media.