GENEVA — FIFA has announced that TikTok will be the first “preferred platform” for social media video content during a men’s World Cup, as revealed on Thursday.
This partnership will provide creators with exclusive access at the upcoming 48-nation tournament, which will take place across 16 cities—11 in the United States, three in Mexico, and two in Canada—running from June 11 to July 19.
FIFA has stated that broadcast rights holders for the World Cup will be able to livestream portions of the 104 tournament matches through a dedicated TikTok hub, which boasts over 170 million users in the U.S.
“Moreover, a broad array of creators will have the chance to utilize and co-create FIFA’s archival footage,” FIFA added.
The specifics regarding the deal’s value or any competitive bidding process were not disclosed, though it is known that YouTube had a minor sponsorship agreement that allowed access for creators during the 2022 World Cup in Qatar.
FIFA did not clarify what types of live content would be available for streaming this year, especially given the strict protection of commercial partners’ exclusive rights.
Previously, TikTok’s collaboration with MLS and Apple TV enabled the platform to showcase exclusive footage from cameras following soccer legend Lionel Messi during matches for Inter Miami.
According to FIFA’s Secretary General Mattias Grafström, the organization promises fans unprecedented access, stating they would be taken “behind the curtain and closer to the action than ever before.”
The TikTok World Cup hub will also feature “participation incentives” for fans, such as custom stickers, filters, and gamification elements.
“TikTok GamePlan transforms fandom into tangible business outcomes for our sports partners, with fans showing a 42% higher likelihood of watching live matches after engaging with sports content on TikTok,” affirmed James Stafford, TikTok’s global head of content.
TikTok has become the world’s most downloaded mobile app, even amid concerns about a potential shutdown in the U.S. due to national security issues.
In December, TikTok’s parent company, ByteDance, based in China, agreed to establish a U.S. joint venture with investors Oracle, Silver Lake, and MGX, which is expected to be finalized later this month.