TikTok becomes FIFA’s first preferred platform for World Cup 2026

KATHMANDU: TikTok has partnered with FIFA under a global agreement. The deal will see the platform become FIFA’s first‑ever Preferred Platform, enabling expanded official coverage, behind‑the‑scenes access and interactive fan experiences around the FIFA World Cup 2026.

Running until the end of 2026, the partnership marks a new phase in how football’s biggest event will be experienced digitally, with TikTok set to play a central role in connecting fans and creators to the tournament beyond live match broadcasts.

The collaboration will allow TikTok to offer more comprehensive FIFA World Cup 2026 coverage, including increased original content, while becoming the go‑to place for fans and creators throughout the tournament, offering interactive and community‑driven football experiences. The partnership builds on TikTok’s work with FIFA during the FIFA Women’s World Cup 2023, which generated tens of billions of views globally.

The Preferred Platform partnership will be anchored by TikTok’s immersive FIFA World Cup 2026 hub, powered by TikTok GamePlan, which will enable fans to discover content that brings the 48‑team tournament to life alongside match ticket and viewing information, and participation incentives such as custom stickers, filters and gamification features.

“FIFA’s goal is to share the exhilaration of the FIFA World Cup 2026 with as many fans as possible, and we can’t think of a better way to further that mission than to have TikTok as the tournament’s first Preferred Platform,” FIFA Secretary General Mattias Grafström said. “This collaboration will connect more fans across the globe to the FIFA World Cup in unprecedented ways.”

“Football has experienced explosive global growth on TikTok over the past few years, and as FIFA's first‑ever Preferred Platform, we are excited for fans to experience the FIFA World Cup 2026 beyond the 90 minutes, with exclusive content and unprecedented creator access,” James Stafford, Global Head of Content at TikTok, said. “TikTok GamePlan turns fandom into measurable business results for our sports partners.”

For the first time, TikTok and FIFA will also introduce a structured global creator programme. Selected creators will be given access to exclusive behind‑the‑scenes moments, including press conferences and training sessions, while a broader group of creators will have opportunities to co‑create content using FIFA’s archival footage, offering fans unique perspectives on the World Cup experience.

TikTok is the leading destination for short‑form mobile video. Its mission is to inspire creativity and bring joy. TikTok has global offices in Los Angeles, New York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Johannesburg, Seoul and Tokyo.