FIFA Names TikTok Preferred Platform for 2026 World Cup

FIFA has named TikTok its first-ever Preferred Platform for the 2026 World Cup, marking a major push to expand fan engagement through social media ahead of the expanded 48-nation tournament co-hosted across 16 cities in the United States, Mexico and Canada from June 11 to July 19.

The agreement, announced Thursday, allows broadcast rights holders to livestream segments of the 104 matches on a dedicated hub within the TikTok app, which boasts more than 170 million users in the U.S. alone. Select creators will gain unprecedented access to press conferences, training sessions and other behind-the-scenes moments to produce fan-focused content, while a broader group of creators can co-create videos using FIFA's archival footage. The partnership emphasizes storytelling beyond the pitch, including curated clips, practical information on ticketing and viewing, and interactive features such as custom stickers, filters and gamification elements to boost participation.

"This is an innovative and creative collaboration that will connect more fans across the globe to the FIFA World Cup in unprecedented ways, bringing them behind the curtain and closer to the action than ever before," said...