TikTok has emerged as one of FIFA’s key digital partners for the 2026 FIFA World Cup after being named the tournament’s “Preferred Platform”, a new partnership category introduced specifically for this edition.
Unlike traditional broadcasters or sponsors, TikTok acts as a bridge between official content, media rights holders, national teams, athletes and creators, helping FIFA build a comprehensive digital ecosystem around the competition.
During the tournament, FIFA has been publishing more than 100 posts per day on its official TikTok account, while the platform also produces a live show called “Today at FIFA World Cup” every two days, where creators discuss goals, matches and tournament storylines.
Since the World Cup kicked off, more than three million World Cup-related posts have been published on TikTok globally. Between June 3 and June 17, content tagged #WorldCup increased by more than 30%, while posts using #FIFAWorldCup grew by nearly 40%.
TikTok has also deployed a network of 30 international creators through its Creator Correspondents program. These creators receive privileged access to team training sessions and mixed zones, although they are not allowed to broadcast match footage because of media rights restrictions.
To further engage fans, TikTok has partnered with Panini to introduce a digital collectibles experience. Users can unlock and collect 144 virtual cards featuring tournament icons, emblems and fan favorites by watching and sharing content, allowing them to personalize their profiles within the app.
TikTok executives insist the platform complements rather than competes with traditional broadcasters. Under the agreement, official rights holders can share the opening ten minutes of matches and use interactive tools to direct viewers toward their own streaming services and platforms.
FIFA’s new “Preferred Platform” model highlights the growing role of social media companies in global sports events, while also helping the World Cup connect with younger and more digitally engaged audiences. Rather than relying on physical activations around stadiums, TikTok is positioning itself as a purely digital partner designed to amplify the tournament’s worldwide reach.