FIFA and TikTok have announced a partnership that will see parts of the 2026 World Cup broadcasted live on the social media platform, marking an unprecedented collaboration between football's governing body and a major player in digital entertainment.
The deal is a major coup for TikTok, which aims to tap into the millions of fans who tune into sports content on its platform. According to FIFA, the partnership will bring fans closer to the action by making World Cup content more accessible than ever before.
But what exactly will be shown? FIFA's announcement leaves little room for interpretation - "parts of matches" is a tantalizingly vague promise that has left many wondering how long the live clips will be. The social media giant, meanwhile, claims that its live sports coverage can transform fandom into tangible business results.
In other words, fans are 42% more likely to tune in to World Cup matches if they've watched sports content on TikTok beforehand - a statistic that suggests the platform is serious about making its mark on the sporting world.
As part of the deal, TikTok will feature live filters, stickers, and "gamification" elements that are sure to delight fans. But what's really in store for those who become global stars on the platform? FIFA has promised to give select creators access to press conferences and training sessions - a tantalizing prospect for aspiring content-makers.
The World Cup itself takes place from June 11 to July 19, with matches being played across 16 cities in Canada, the US, and Mexico. With this deal, TikTok is poised to become an essential part of the biggest sporting event on earth - and fans can't wait to see what's in store.
The deal is a major coup for TikTok, which aims to tap into the millions of fans who tune into sports content on its platform. According to FIFA, the partnership will bring fans closer to the action by making World Cup content more accessible than ever before.
But what exactly will be shown? FIFA's announcement leaves little room for interpretation - "parts of matches" is a tantalizingly vague promise that has left many wondering how long the live clips will be. The social media giant, meanwhile, claims that its live sports coverage can transform fandom into tangible business results.
In other words, fans are 42% more likely to tune in to World Cup matches if they've watched sports content on TikTok beforehand - a statistic that suggests the platform is serious about making its mark on the sporting world.
As part of the deal, TikTok will feature live filters, stickers, and "gamification" elements that are sure to delight fans. But what's really in store for those who become global stars on the platform? FIFA has promised to give select creators access to press conferences and training sessions - a tantalizing prospect for aspiring content-makers.
The World Cup itself takes place from June 11 to July 19, with matches being played across 16 cities in Canada, the US, and Mexico. With this deal, TikTok is poised to become an essential part of the biggest sporting event on earth - and fans can't wait to see what's in store.
it's like they're speaking our language now lol. I mean who doesn't love a good live stream? and with all those filters & stickers, the whole experience is gonna be so lit! 
but for real tho, this could be a game changer for creators on the platform. getting access to press conferences & training sessions is like, the ultimate pass 
can't wait to see what these select creators come up with 
i love how tiktok is incorporating live filters, stickers, and gamification elements into their coverage - it's going to be SO much fun to watch the world cup through their lens! 
let's get ready for some epic moments and behind-the-scenes peeks at our fave players and teams! 
the gamification elements sound super fun too, can't wait to try out those filters and stickers 
as for the creators who become stars on tiktok, fifa is giving them some serious perks - i'm talking press conferences and behind-the-scenes training sessions?!?! that's like, a dream come true for me 
The live filters, stickers, and gamification elements are gonna make the experience way more engaging for fans... but I do wonder how long the live clips of matches will actually be 
it's like something out of a sci-fi movie. but on a more serious note, it's pretty cool that FIFA is trying to tap into the tiktok crowd. 42% more likely to watch matches if you've watched sports content on tiktok beforehand? mind blown 
. but at the same time, I wonder how long the live clips will be 
... 30 secs just doesn't cut it for me 
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It's gonna be lit 
! And can you believe being able to get access to press conferences & training sessions? That's like, total inside scoop 
. I'm all about that #FIFA x #TikTok love 
. Can we still get some good old-fashioned commentary and analysis? And what's up with the promise that creators will get access to press conferences? Is this just another way for TikTok to exploit its users? 
like tiktok. we're willing to sacrifice a bit of quality for the sake of quantity, just so we can be part of the action and share it with our online friends 
. but at what cost? are we really getting more than just shallow experiences and filtered highlight reels from these social media platforms?
And the idea of live filters and stickers during the World Cup matches sounds like a real treat for fans 
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. And if you're a football fan, this is the perfect platform to showcase your passion 
. Still, I gotta give 'em credit – this partnership's gonna bring some excitement to the World Cup for sure 
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. And oh man, getting to watch press conferences and training sessions? that's like the ultimate fan experience for some people 
. Either way, it's gonna be a wild ride with TikTok at the World Cup 
. I mean, who wouldn't want to see behind-the-scenes action at the World Cup? 
. Having live clips and filters from the World Cup on TikTok is gonna be lit 
I mean, we already know TikTok is a major hub for sports fans, but now they're taking it to the World Cup?!