• by Colin Kirkland , Yesterday

Following the launch of TikTok's immersive sports media hub, FIFA has announced it will be broadcasting clips of games from the 2026 World Cup tournament directly on the social video-sharing app.

According to a statement issued by FIFA on Thursday, TikTok will become the organization’s first“Preferred Platform,” allowing TikTok to feature original content from FIFA World Cup 2026 within a designated hub where fans and creators can access tournament coverage.

Specifically, TikTok has the rights to livestream “parts of matches, post more curated clips and access special content produced by FIFA,” per the announcement.

Certain TikTok creators will gain access to behind-the-scenes World Cup footage, such as press conferences and training sessions.

The platform's global head of content, James Stafford, stated that fans are 42% more likely to tune in to live matches after watching sports content on TikTok.”

Broadcasters will be able to monetize TikTok's FIFA coverage via the platform’s advertising solutions, with TikTok implementing anti-piracy policies supporting a protecting the football organization's intellectual property.

The partnership, which will run through the end of 2026, will utilize its newly founded “GamePlan” in-app hub for sports organizations and brands to power an official FIFA World Cup 2026 hub, giving fans ticket, viewing schedules, and immersive elements such as filters and gamification features.

As competing video-sharing platforms like YouTube dominate larger portions of traditional sports broadcasting, TikTok is continuing to invest in behind-the-scenes influencer-style coverage while forging partnerships with professional sports leagues and teams, including ATP, Major League Soccer, Aston Martin's Formula One team, the PGA Tour, the British Olympics and Paralympics teams, the New York Yankees and more.

The resource could help sports clubs and organizations as a more comprehensive option to build a TikTok presence among fans, and to reach the next generation of sports fans.

Fifty-nine percent of TikTok users indicate that watching sports content on TikTok is often more entertaining than the actual games themselves.

The 2026 World Cup will feature 48 teams, playing matches in the United States, Mexico, and Canada.