FIFA has struck a deal with TikTok that will reshape how fans consume the FIFA World Cup 2026, naming the short-video giant its first-ever ‘Preferred Platform’.

Under the agreement, which runs through to the end of 2026, TikTok will offer behind-the-scenes access, original creator content and new ways for broadcasters to distribute and monetise clips and live streams of the tournament.

The partnership builds on the success of the FIFA Women’s World Cup 2023, which generated tens of billions of views on the platform, including huge engagement from Australian audiences.

At the heart of the deal is a dedicated FIFA World Cup 2026 hub on TikTok, powered by the company’s GamePlan product.

The hub will aggregate official content, creator videos and curated highlights, while also linking fans to ticketing and viewing information. FIFA and TikTok will also roll out custom stickers, filters and gamified features designed to drive participation and sharing.

For media partners, the deal opens the door to new distribution options.

Broadcasters will be able to live-stream parts of matches (subject to rights), post more curated clips and access FIFA-produced vertical video content, while using TikTok’s premium ad products to monetise their coverage. TikTok will also apply anti-piracy measures to protect FIFA’s intellectual property.

A key feature of the partnership is a new global creator program. Selected creators will be given access to press conferences, training sessions and other behind-the-scenes moments, while a broader group will be able to co-create content using FIFA’s archival footage.

FIFA Secretary General Mattias Grafström said the aim was to bring the tournament to more fans “in unprecedented ways”, while TikTok’s Global Head of Content James Stafford said the platform is increasingly driving real-world viewing, noting users are significantly more likely to tune into live matches after watching sports content on TikTok.

With the expanded 48-team World Cup set to be the biggest in history, the deal positions TikTok as a major gateway for younger, mobile-first audiences in Australia and globally to experience the tournament far beyond the 90 minutes on the pitch.