In a year full of World Cup announcements, TikTok has proven to be one of FIFA’s most influential new partners. As FIFA continues to move forward with its digital-first strategy, TikTok is more than just a social media platform, it’s a tool. With creators ready to flood the feeds with behind-the-scenes content, it’s going to be impossible to scroll past the World Cup.

From data tie-ups with Opta to fast-track visas via the FIFA Pass and even an official Lego World Cup trophy, FIFA has wasted no time in building momentum. But its deal with the platform stands out for one reason: it directly targets younger fans and their viewing habits, aiming to dominate second screens during the 104-match tournament.

TikTok And FIFA’s Vision For The “Most Inclusive” World Cup

In FIFA’s own words, the partnership will make “the most inclusive event in football history… even more accessible.” According to TikTok’s global head of content, James Stafford, fans will be brought “closer to the action in ways they can’t get anywhere else.”

That promise will be delivered through creators. Online personalities who will be given front-row seats, behind-the-scenes access, and even archive and highlights footage. In return, FIFA expects an avalanche of posts designed to keep the World Cup constantly trending on TikTok, shaping conversations in real time.

Why TikTok Creators Are Now Central To Sports Coverage

Choosing TikTok signals FIFA catching up with the creator economy. Influencers are no longer optional in modern sports marketing, they’re essential. The NFL has been integrating creators into Super Bowl coverage for years, and now football’s biggest body is following suit.

The model has already been tested. Last summer, streaming platform Dazn built a creator network for FIFA’s Club World Cup, enlisting around 50 creators to produce high-volume, culture-first content across social media platforms. From player interviews to race-against-time stunts, the goal was simple: maximum reach, maximum relevance.

The Rise of the “One-Person Media Company”

Joe Caporoso, president of Team Whistle (a Dazn-owned digital strategy company), describes creators as “one-person companies.” They perform, shoot, edit, post, promote, and deliver, often faster and cheaper than traditional media.

Dazn didn’t just unleash creators and hope for the best. Every post was tracked, optimised, and aligned with platform algorithms, with performance closely monitored alongside TikTok. The results were hard to ignore: TikTok says the campaign drove over 500,000 fans to Dazn, with 90% of viewers taking at least one off-platform action.

TikTok’s Bigger Role In FIFA’s Long-Term Strategy

FIFA says its TikTok creator platform is designed to direct fans to match coverage, but the implications go much further. It could open new revenue streams through shared ad income, amplify existing sponsorship deals, and even position TikTok as a future broadcast partner.

Perhaps most importantly, it gives FIFA influence over how the World Cup narrative unfolds. Instead of post-match debates being shaped solely by traditional media, creators allow FIFA to stay in the conversation, highlighting excitement while steering attention away from uncomfortable topics.

While analysts remain divided on whether creators can truly grow sports audiences, one thing is clear: TikTok has the power to reshape how the World Cup is experienced. And FIFA is betting big that this influencer-led approach will define the future of football fandom.