Sports Writing (EFE).- The social network TikTok will be FIFA’s preferred platform for the 2026 World Cup, which will be held between June 11 and July 19, with the aim of making it a “reference for fans and creators during the tournament”, according to the organization in a statement this Thursday.
The agreement between FIFA and TikTok will be in effect until the end of 2026 and will allow the holders of the audiovisual rights of the competition to exploit them on this social network, “broadcast live moments of the matches, publish personalized videos and access special content produced by FIFA”.
Likewise, the coverage of the World Cup can be “monetized through premium advertising formats on TikTok”.
FIFA defends that this agreement will make the 2026 World Cup more accessible to millions of fans.
“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 it,” says Mattias Grafström, FIFA Secretary General.
Fotografía de archivo de aficionados de Marruecos que observan un partido de la Copa Mundial de la FIFA de 2022 en un teléfono móvil. EFE/Martin Divisek
“Football keeps growing, evolving and uniting more and more people, so we must adapt the way we share and promote this sport,” he adds.
The 2026 World Cup on TikTok will bring young people closer to football
Already at the 2023 Women’s World Cup, FIFA and TikTok established a collaboration that accumulated, according to FIFA data, billions of views. Now, TikTok’s thematic content center for the 2026 FIFA World Cup will allow to “enjoy unique content about the 48 participating teams”, according to the statement.
A group of content creators chosen by the organization will also have access to exclusive moments and archive images.
“We are very excited that fans can enjoy the FIFA World Cup 2026 beyond the 90 minutes of a match,” explains James Stafford, Global Head of Content at TikTok.
“There is a 42% greater chance that followers will watch a live match after enjoying sports content on TikTok. We are connecting with the next generation of football fans, especially women and young people, and turning that passion into unprecedented participation and interaction,” he concludes.
