TikTok named FIFA's first 'preferred platform' for World Cup

TikTok and FIFA have signed a new partnership that could increase World Cup-related inventory for advertisers and signal a new way forward for other tentpole events that want to expand their reach beyond traditional channels and penetrate deeper into culture.

TikTok becomes FIFA’s first-ever “preferred platform”, a deal that the pair said builds on an earlier relationship for the Women’s World Cup in 2023, which resulted in “tens of billions of views”. The release announcing the deal said it will bring “millions” of fans closer to the action, and lists a number of new offerings, including live-streaming “parts of matches.” 

New original content that will bring the World Cup to life beyond its 90-minute matches includes curated clips and special World Cup content produced for TikTok. A creator programme will give “a select group of global TikTok creators” access to behind-the-scenes moments like press conferences and training sessions, while a larger group will be given new access to FIFA archival footage.

“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,” said FIFA secretary general Mattias Grafström. “As soccer grows and evolves – uniting an increasing number of people – so should the way it is shared and promoted.”

A request for more information about how much live streaming will be allowed and how many creators will receive behind-the-scenes access, was not returned by the time of writing.  

Live sport has been viewed as one of the last great bulwarks for broadcasters as traditional media models explode and new (ie, digital) channels and social platforms take more and more consumer attention – and advertising spend. 

Broadcast rights deals are the largest source of revenue for FIFA: for the 2023-2026 budget cycle, which includes both the most recent women’s World Cup and this summer’s men’s World Cup, FIFA reported that TV broadcast deals will generate $4.26 billion.  

But the growth of short-form sports content being consumed across digital and social channels has been a well-documented trend for several years now. In its digital trends predictions for 2025, sports marketing giant IMG predicted a big shift to reflect that trend.

“Short-form content is now a primary way that many fans engage with sports, and rights holders must tap into its media and sponsorship value,” said Daniel Kirschner, CEO of Greenfly, in the report. “It’s no longer just a teaser for live games – it’s becoming a main event.” 

The new partnership with FIFA will be anchored by “TikTok GamePlan”, a product suite introduced by TikTok last year that lets teams, leagues, and broadcasters “drive discovery, deepen engagement and deliver real business results”.

"TikTok GamePlan turns fandom into measurable business results for our sports partners, with fans being 42% more likely to tune in to live matches after watching sports content on TikTok,” said James Stafford, TikTok’s global head of content. ”We're reaching the next generation of soccer fans – particularly younger and female audiences – and converting that passion into real tune-in and engagement at unprecedented scale."

While the FIFA relationship will lead to new content for consumer eyeballs and attention, TikTok said it will also let broadcasters monetise their World Cup coverage through TikTok’s premium advertising solutions, while TikTok will also implement anti-piracy policies to crack down on unofficial content on the platform.