FIFA has officially announced a strategic partnership with the TikTok platform for the 2026 FIFA World Cup. The Athletic reports on the situation.

Between now and then, video clips of matches from the upcoming World Cup will be broadcast live on TikTok in real time. The main goal of the project is to create a new view of football for a global audience, and to acquire new fans before they enter the field.

In addition to live gaming events, FIFA will give its local team of content creators special access to national team training sessions and pre-conferences. Based on TikTok data, users who watch sports content on the go are 42% more likely to click through to the next match broadcast.

The platform will also become a source of practical information for fans, tracking bets on World Cup matches. To increase your earnings, interactive game elements are available, including filters and themed stickers.

TikTok has previously collaborated with the Burnley women’s team, the European Women’s Championship, the World Club Championship and the Bangladesh Women’s Super League. Beyond football, the platform is expanding its presence in sports through partnerships with the tennis ATP Tour and the PGA Tour golf tournament.