You Might Watch the World Cup on TikTok

The world’s most watched sporting event is stepping into the social media era.

FIFA has announced a landmark partnership with TikTok that will allow parts of the 2026 World Cup to be streamed directly on the platform, marking a major shift in how global football reaches fans.

Under the deal, TikTok becomes FIFA’s first-ever “preferred platform” for social media, giving it exclusive access to official tournament content, behind-the-scenes footage, and creator-led coverage.

FIFA’s broadcast partners will be able to live stream selected portions of matches on TikTok, post curated highlights, and monetize their coverage using TikTok’s advertising tools.

A dedicated World Cup hub will host match schedules, ticket information, and interactive fan features such as stickers, filters, and gamified experiences designed to boost engagement across the platform.

TikTok says the move reflects how younger audiences now discover and consume sports.

According to the company, 42% of users are more likely to watch a live game after seeing sports content on TikTok.

With the 2026 tournament expanding to 48 teams and taking place across the United States, Canada, and Mexico, FIFA is betting that short-form video, creators, and social platforms will be just as central to the World Cup experience as television and stadiums.