TikTok has partnered with FIFA to announce a first-of-its-kind global partnership ahead of the Men’s FIFA World Cup this summer. The deal, which names TikTok as FIFA’s ‘preferred partner’ for the tournament, will grant TikTok the rights to broadcast live clips of games, match information, and other behind-the-scenes content.
The partnership, one of a number FIFA has struck with media giants in the build-up to the World Cup, is reflective of the increasingly omnichannel way in which fans enjoy the beautiful game. According to Footballco’s Future Fandom Report, social media is the primary channel in which Gen Z fans consume football, with 92% engaging daily.
As discussed in last month’s What’s Hot, this highlights the multitude of ways brands can join the action, even if the traditional broadcaster routes are out of budget. From partnering with content creators to producing reaction videos, the 2026 World Cup’s lifespan will stretch far beyond the final whistle.
