FIFA and TikTok have established a first-of-its-kind strategic alliance for the upcoming 2026 tournament in North America. This agreement designates TikTok as the "Preferred Platform," aiming to deepen fan engagement through innovative digital experiences.
Key Facts of the Agreement:
-
Exclusive Content & Access: A dedicated "FIFA World Cup 2026 Hub" will be launched on the app, featuring match highlights, ticket information, and interactive tools such as custom filters and stickers.
-
Creator Integration: A select group of global influencers will receive unprecedented "behind-the-scenes" access to training sessions and press conferences. Additionally, a wider pool of creators will be allowed to use FIFA’s archival footage for their own content.
-
Broadcaster Benefits: Official media partners will have the ability to livestream portions of matches directly on TikTok and monetize their coverage through the platform's advertising tools.
-
Business Impact: The partnership utilizes "TikTok GamePlan" to convert social engagement into viewership, citing data that TikTok users are 42% more likely to watch live matches.
-
Security & IP: As part of the deal, TikTok has committed to robust anti-piracy measures to protect FIFA’s intellectual property.
This collaboration builds on the success of the 2023 Women’s World Cup partnership, which generated billions of views, and aims to make the 2026 event the most digitally accessible sports tournament in history.
TikTok Live streams have been gaining significant traction recently. In Q3 2025, the platform grew by 14.9% to 9.2 billion hours watched, capturing a 31.2% market share. This growth highlights TikTok Live’s rising popularity across both gaming and IRL content.
The 2026 FIFA World Cup will run from June 11 to July 19 and will be hosted across three countries: the United States, Mexico, and Canada. It will be the largest World Cup in history, with 48 national teams competing for the first time. Matches will be played in 16 host cities, including Atlanta, Los Angeles, Miami, New York, San Francisco, Seattle, Mexico City, Guadalajara, Toronto, and more. The tournament will kick off on June 11 at the iconic Estadio Azteca in Mexico City, while the World Cup final will take place on July 19 at MetLife Stadium in East Rutherford, New Jersey.