The International Federation of Association Football (FIFA) has chosen TikTok as a strategic partner and reference platform for the 2026 World Cup, aiming to expand its fan base and connect supporters with exclusive and interactive content. Under this agreement, broadcast rights holders and selected content creators will be able to offer live streams, custom clips, and archival footage, leveraging TikTok's technical tools like filters and digital games to enhance audience engagement with the 48 participating teams in the tournament hosted by North America. FIFA aims to modernize the coverage of the world's largest sporting event through this initiative, building on the success of its previous collaboration with the platform during the 2023 Women's World Cup. The agreement focuses on attracting youth and women and building a digital community that transcends the green rectangle. TikTok data indicates that short-form sports content significantly boosts live match viewership, opening new avenues for sports marketing and monetization through digital channels until the end of 2026.
