FIFA has partnered with TikTok to broadcast live 2026 World Cup clips and exclusive creator content to boost global fan engagement and viewership.
FIFA has announced a landmark collaboration with TikTok to broadcast live video clips of the 2026 World Cup this summer.
Running through the end of 2026, the partnership aims to bring fans “closer to the action” through “relatable perspectives.”
Beyond match footage, the platform will feature exclusive access to training sessions and press conferences, utilizing a select group of creators to drive engagement ahead of the tournament in the U.S., Mexico, and Canada.
The move follows a successful 2023 Women’s World Cup collaboration, which generated billions of views.
FIFA Secretary General Mattias Grafstrom noted the necessity of the deal, stating, “As football grows and evolves — uniting an increasing number of people — so should the way it is shared and promoted.”
The app will also integrate gamification features like filters and stickers, alongside direct ticket information, to capitalize on the high likelihood of viewers tuning into full matches.
Despite past political hurdles regarding the app’s status in the United States, recent agreements have cleared the way for its operation during the tournament.
The event kicks off June 11, 2026, with Mexico facing South Africa.
Regarding the innovative digital approach, Grafstrom added, “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.”