World Cup 2026 on TikTok

The International Federation of Association Football (FIFA) chose the TikTok platform to be a strategic partner and reference platform for the 2026 World Cup, in an effort to expand the fan following and connect fans with exclusive and interactive content.

Under this agreement, selected broadcast rights holders and content creators will be able to provide live broadcasts, custom clips and archive images, while providing TikTok technical tools such as filters and digital games to enhance audience interaction with the 48 teams participating in the tournament hosted by North America.

With this step, FIFA aims to modernize coverage of the largest sporting event in the world, benefiting from the success of its previous cooperation with the platform in the 2023 Women’s World Cup.

The agreement focuses on attracting youth and women and building a digital society that goes beyond the borders of the green rectangle, as TikTok data indicates that short sports content significantly increases viewing rates for live matches, which opens new horizons for sports marketing and achieving profits through digital channels until the end of 2026.