TikTok is set to play a major role at the 2026 FIFA World Cup, as FIFA expands creator-led coverage of the tournament through a team of 30 digital creators from around the world.
According to a report by Forbes contributor Maureen Kerr, the initiative highlights how creators, social platforms and traditional broadcasters are increasingly competing to shape the fan experience during major sporting events.
The selected creators — coming from four continents, 11 countries and 22 cities — will act as official “Creator Correspondents” throughout the tournament. They will gain access to areas traditionally reserved for accredited media, including team bus arrivals, training sessions, press conferences and warm-ups.
Among them are Glasgow-based football commentator Allaster McKallaster, a Seoul amateur coach documenting his football journey in Spain’s lower leagues, and Monterrey freestyle rapper Skiper, who blends match analysis with rap performances.
Rather than focusing only on live match action, TikTok aims to dominate coverage around the games — including fan culture, fashion, humor, reactions, tactical analysis and behind-the-scenes content.
The creator roster also reflects football’s growing crossover with entertainment and lifestyle culture. Brazilian creator Lirian Santos combines football and fashion content from London, Papa Pincus turns Arsenal fandom into comedy, while Bi Goes documents São Paulo’s matchday atmosphere.
The move comes alongside FIFA’s broader digital strategy, including its partnership with YouTube as a preferred platform, signaling a major shift in how global audiences may consume the World Cup in 2026.