Fifa's foray into the influencer world is set to take center stage during this year's World Cup. The governing body of international soccer has signed a partnership deal with TikTok, granting online personalities unprecedented access to behind-the-scenes footage and archive highlights from the tournament.
According to James Stafford, TikTok's global head of content, the partnership aims to bring fans "closer to the action in ways they can't get anywhere else." This is achieved by providing an undisclosed number of digital creators with exclusive content, which in turn, will lead to a significant influx of posts on TikTok that will make the World Cup almost impossible to ignore.
Fifa's decision to partner with TikTok comes as no surprise. With influencers playing an increasingly crucial role in consumer businesses, sports organizations are now scrambling to catch up. The NFL has been integrating creators into its coverage of major events for years, and it seems Fifa is following suit.
Last summer, Dazn, a streaming company, built its own creator network for the Club World Cup. The platform enlisted 50 creators who posted behind-the-scenes content, interviews with players, and even promotional stunts to build excitement around the event. This strategy proved successful, with over half a million fans tuning in to Dazn's service.
Fifa's new partnership is designed to achieve similar results. However, the scope of this initiative is likely to be far more extensive, given the platform's massive user base and the sheer volume of content that can be generated by its creators. While the exact details of the deal are still unknown, it's clear that Fifa sees value in partnering with TikTok.
One potential benefit of this partnership is the creation of a new revenue stream for Fifa. By taking a cut from the advertising revenue generated on TikTok through the deal, the governing body could potentially generate significant additional income.
The platform also presents an opportunity for Fifa to expand its reach beyond traditional broadcasting rights. With TikTok as a partner, Fifa may be able to negotiate with tech giants who are interested in acquiring broadcast rights more broadly.
Another potential advantage of this partnership is that it allows sports organizations like Fifa to shape the conversation around major events. By having their say in how content is presented on second screens, creators can help drum up enthusiasm and keep discussion focused on topics that are relevant to the event.
However, not everyone is convinced that influencers will have a significant impact on driving audience growth for sport. François Godard of Enders Analysis notes that while viewership of traditional TV has collapsed among younger audiences, sports remains unique in that it's live and there's no alternative.
Godard also highlights an important point: the rights to broadcast Fifa's events are already owned by traditional broadcasters such as Fox and the BBC. This raises questions about how TikTok will be able to negotiate sublicensing deals with these companies to distribute its content.
Despite these complexities, it's clear that creators have the power to disrupt the media landscape in ways that traditional sports organizations may not fully understand. By embracing influencers and partnering with platforms like TikTok, Fifa is taking a significant step towards adapting to changing viewer habits and building a more sustainable business model for itself.
According to James Stafford, TikTok's global head of content, the partnership aims to bring fans "closer to the action in ways they can't get anywhere else." This is achieved by providing an undisclosed number of digital creators with exclusive content, which in turn, will lead to a significant influx of posts on TikTok that will make the World Cup almost impossible to ignore.
Fifa's decision to partner with TikTok comes as no surprise. With influencers playing an increasingly crucial role in consumer businesses, sports organizations are now scrambling to catch up. The NFL has been integrating creators into its coverage of major events for years, and it seems Fifa is following suit.
Last summer, Dazn, a streaming company, built its own creator network for the Club World Cup. The platform enlisted 50 creators who posted behind-the-scenes content, interviews with players, and even promotional stunts to build excitement around the event. This strategy proved successful, with over half a million fans tuning in to Dazn's service.
Fifa's new partnership is designed to achieve similar results. However, the scope of this initiative is likely to be far more extensive, given the platform's massive user base and the sheer volume of content that can be generated by its creators. While the exact details of the deal are still unknown, it's clear that Fifa sees value in partnering with TikTok.
One potential benefit of this partnership is the creation of a new revenue stream for Fifa. By taking a cut from the advertising revenue generated on TikTok through the deal, the governing body could potentially generate significant additional income.
The platform also presents an opportunity for Fifa to expand its reach beyond traditional broadcasting rights. With TikTok as a partner, Fifa may be able to negotiate with tech giants who are interested in acquiring broadcast rights more broadly.
Another potential advantage of this partnership is that it allows sports organizations like Fifa to shape the conversation around major events. By having their say in how content is presented on second screens, creators can help drum up enthusiasm and keep discussion focused on topics that are relevant to the event.
However, not everyone is convinced that influencers will have a significant impact on driving audience growth for sport. François Godard of Enders Analysis notes that while viewership of traditional TV has collapsed among younger audiences, sports remains unique in that it's live and there's no alternative.
Godard also highlights an important point: the rights to broadcast Fifa's events are already owned by traditional broadcasters such as Fox and the BBC. This raises questions about how TikTok will be able to negotiate sublicensing deals with these companies to distribute its content.
Despite these complexities, it's clear that creators have the power to disrupt the media landscape in ways that traditional sports organizations may not fully understand. By embracing influencers and partnering with platforms like TikTok, Fifa is taking a significant step towards adapting to changing viewer habits and building a more sustainable business model for itself.
"The future belongs to those who believe in the beauty of their dreams." The influencer world is revolutionizing the sports industry, and FIFA's partnership with TikTok is just the beginning 
. With access to behind-the-scenes footage and exclusive content, fans will be more engaged than ever. The NFL has already seen success with its creator network, so it's no surprise that FIFA is following suit 
! its def a game changer 4 fans lol they get access 2 behind the scenes vids & archive highlights so much better than us normies 
. i was thinkin maybe this would make world cup less cool but idc i wanna see more of thos creators tho 
. fifa got some big clout now w/ tiktok but whats the real benifit? 
r they just gonna use it 2 ad revenue or somethin? 
. TikTok has become such a huge platform, and if they can tap into its creativity and energy, they'll definitely get fans hyped about the World Cup 
. The fact that creators will have access to exclusive content is a great way to build a community around the event.
. I mean, who doesn't love watching behind-the-scenes footage and exclusive content from the World Cup? It's gonna be lit 
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. But hey, if it worked for them, why can't it work for FIFA? The scope of this initiative is massive, and I'm sure we'll see a huge influx of posts on TikTok that will make the World Cup almost impossible to ignore 
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. It's all about adapting to changing viewer habits and building a more sustainable business model, if you ask me 
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. And what about all those archive highlights they're offering? How much is that really gonna cost Fifa to provide? It just seems like a PR stunt to me... 
. I mean, come on, can't they think of something original? They're just copying what everyone else is doing - the NFL has been doing this for years! 
And what's with the huge number of digital creators getting access to behind-the-scenes footage? It's not like we don't already have enough soccer highlights flooding our feeds... 
. I mean, who doesn't want behind-the-scenes footage and exclusive content from their fave players? 
The idea that these online personalities will be sharing their own experiences and insights is gonna bring fans even closer to the action. And let's be real, influencers are already killing it in other industries, so why not sports too? 
It's like they're performing just for you. And with their algorithm, that exclusive content is gonna get blown up (in a good way) and get more people hooked on the World Cup.
they're basically paying creators to promote their content on tiktok which is a pretty bold move, but hey who knows maybe it'll work out in their favor? one thing's for sure tho, if anyone can make the world cup more viral than usual its gonna be those tiktok influencers 
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. I mean, who wouldn't want to get in on the ground floor of a massive influencer marketing deal? 
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. But seriously though, it's about time sports organizations catch up with social media – Dazn did it last year and looked like a total boss 
. I just hope Fifa can figure out how to make this partnership work without turning the World Cup into one giant TikTok challenge 
FIFA's World Cup partnership with TikTok will definitely bring some fresh vibes to the event! 
BUT SERIOUSLY, THIS PARTNERSHIP COULD BE A GAME-CHANGER FOR FIFA'S BRAND AND REACH. WITH TIKTOK'S MASSIVE FOLLOWER BASE AND CREATIVE CAPABILITIES, THEY CAN PRODUCE SOME REALLY ENGAGING CONTENT THAT'LL GET FANS EXCITED ABOUT THE WORLD CUP! 
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. fifa gets access 2 those popular creators & tiktok gets 2 promote the world cup 2 its massive user base 
. And what's with the obsession with second screens? Who needs to watch a game from behind their couch? Give me a good ol' fashioned stadium atmosphere any day 
. If social media influencers start playing a bigger role in shaping public discourse around major events, do we risk losing some of that democratic energy? Not necessarily – but it's definitely something to think about when evaluating this partnership.