FIFA said Thursday that “parts of” World Cup games will be broadcast live on TikTok this summer under a partnership running until the end of 2026 to bring fans “closer to the action” with more “relatable perspectives.” TikTok’s global head of content said users are “42 per cent more likely to tune in to live matches after watching sports content on TikTok,” adding that creators will get access to press conferences and training for fan content. The app will also feature ticket information and engagement tools like filters, stickers and gamification features.
FIFA secretary general Mattias Grafstrom called it “an innovative and creative collaboration,” saying, “This is an innovative and creative collaboration that will connect more fans across the globe to the FIFA World Cup in unprecedented ways, bringing them behind the curtain and closer to the action than ever before.” The 48-team tournament will be co-hosted by the United States, Mexico and Canada, starting June 11 and ending with the final on July 19. TikTok previously collaborated with FIFA for the 2023 Women’s World Cup and has partnered other leagues including the ATP Tour and PGA Tour.