FIFA has named TikTok as its first-ever Preferred Platform for the FIFA World Cup 2026, a landmark agreement that puts short-form video at the center of the tournament’s global coverage and opens new doors for creators.

Under the deal, FIFA’s media partners will be able to use TikTok to publish original content around the tournament, including live-streaming portions of matches, and to monetize that coverage through TikTok’s advertising products. TikTok will also build a dedicated FIFA World Cup 2026 hub in the app, intended as a central destination for tournament content and information.

The creator angle is the most significant part. For the first time, FIFA and TikTok will run a structured global creator program. A select group of creators will receive behind-the-scenes access — press conferences, training sessions and other moments beyond the 90 minutes — while a wider pool of creators will be allowed to use and co-create with FIFA’s archival footage.

The agreement builds on the partnership the two organizations struck for the FIFA Women’s World Cup 2023, which generated tens of billions of views. FIFA Secretary General Mattias Grafström said the goal is to share the tournament with as many fans as possible, calling TikTok the best vehicle for that mission at the biggest event in sports history. TikTok’s global head of content, James Stafford, pointed to the platform’s ability to reach younger and female audiences, noting that fans who watch sports content on TikTok are significantly more likely to tune in to live matches.

The partnership runs through the end of 2026 and is anchored by TikTok GamePlan, the company’s product suite for sports partners, which will also support enforcement of anti-piracy measures protecting FIFA’s intellectual property. For creators, especially in sports, football culture and fan content, the takeaway is to start positioning now. Archival co-creation rights and behind-the-scenes access are rare, platform-blessed inventory — creators who already publish football content and keep their accounts in good standing will be best placed if and when program applications open. Even without a formal slot, World Cup search traffic on TikTok will be enormous, so building football-adjacent series in the run-up is a low-risk way to ride the wave.