In a significant move set to redefine digital sports engagement, FIFA has designated TikTok as its first-ever Preferred Platform for the FIFA World Cup 2026, granting the social media giant extensive access and a central role in delivering the tournament to a global audience.

According to a statement today, the global agreement, which runs until the end of 2026, marks a new phase in how football’s premier event is consumed digitally, positioning TikTok as a central hub for connecting supporters and creators with the competition beyond traditional live match broadcasts.

Under the terms of the alliance, TikTok will provide more comprehensive tournament coverage, including an increase in original content and interactive, community-focused football experiences.

This venture builds upon a successful collaboration during the FIFA Women’s World Cup 2023, an initiative that generated tens of billions of views and underscored the increasing influence of digital platforms in sports consumption.

Central to the new arrangement will be an immersive FIFA World Cup 2026 hub on TikTok. Powered by the platform”s GamePlan feature, this nexus will allow fans to find engaging content from the 48-team tournament, access ticket and viewing information, and use participation incentives such as custom stickers, filters, and gamification features.

FIFA Secretary General Mattias Grafström said the organisation”s objective is to “share the exhilaration of the FIFA World Cup 2026 with as many fans as possible,” adding that FIFA could not “think of a better way to further that mission than to have TikTok as the tournament’s first Preferred Platform.”

Echoing this sentiment, James Stafford, Global Head of Content at TikTok, highlighted the sport”s rapid growth on the platform. He said, “as FIFA”s first-ever Preferred Platform, we”re excited for fans to experience the FIFA World Cup 2026 beyond the 90 minutes, with exclusive content and unprecedented creator access.”

For the first time, the two organisations will also introduce a structured global creator programme. This initiative will grant selected creators exclusive access to behind-the-scenes moments, such as press conferences and training sessions, while a wider group will be given opportunities to co-create content using FIFA’s archival footage.