FIFA has announced a strategic partnership with TikTok, designating the social media platform as a 'preferred partner' for the 2026 World Cup. The deal allows FIFA's media partners to broadcast 'parts of matches' live on TikTok throughout the tournament. While specific clip durations remain undisclosed, the collaboration aims to deepen fan engagement through gamification features like filters and stickers.

Additionally, a select group of global TikTok creators will gain exclusive access to press conferences and training sessions to generate unique content. This move reflects a broader industry shift, as TikTok's global head of content noted that sports content on the platform significantly boosts viewership, with fans being 42% more likely to watch live matches after engaging on the app. The 2026 World Cup, running from June 11 to July 19, will be hosted across 16 cities in the United States, Canada, and Mexico.