FIFA Chooses TikTok as its Video Content Partner for the 2026 World Cup

FIFA has confirmed that it will be using TikTok as its preferred video content provider during the 2026 World Cup. During the competition, which stretches across 16 cities and 3 countries, video creators will gain special access during the 48-nation tournament from June 11th to July 19th. World Cup broadcast rights holders can livestream segments of the 104 matches at a dedicated hub through the TikTok app. 

There will be a large group of creators who will also receive the chance to use and co-create FIFA archive footage. FIFA has not given any details of the value of the deal, any tender process, or rival bidders. YouTube did have a low-level sponsor deal during the last World Cup in Qatar in 2022. TikTok’s partnership with Apple TV and MLS led to the platform carrying footage from cameras dedicated to following Lionel Messi while playing for Inter Milan. 

FIFA has promised that with TikTok as its video content provider, fans get the opportunity to go behind the curtain and get closer to the action. TikTok’s in-app World Cup hub also offers incentives like custom stickers, gamification features, and filters. The game plan from TikTok is to turn fandom into measurable business results for our sports partners. 

Fans are 42% more likely to watch live matches after consuming sports content through TikTok. 

TikTok is the world’s most downloaded phone app while still under threat by the US government as a national security threat. In December, TikTok’s China-based parent company, ByteDance, agreed to a US joint venture which featured Oracle, Silver Lake, and MGX. The deal is due to be finalised later this month.