TikTok becomes FIFA's first preferred platform partner for the next World Cup

The global governing body for football has named the short-form video platform its first preferred platform partner, a move that signals a deeper integration of social media into the sport's biggest showcase. Officials say the agreement will give TikTok a central role in delivering highlights, behind-the-scenes content and interactive features that fans can remix and share. By positioning the app as the hub for creators, FIFA hopes to tap into the platform's massive user base and to attract a younger audience that consumes sport in bite-size clips. The partnership also offers TikTok a rare stamp of approval from an institution that has traditionally guarded its media rights tightly, opening the door for branded activations and official matchday moments to flow directly to users' feeds. Critics caution that the blend of commercial interests and fan experience could blur the line between organic enthusiasm and sponsored content, but supporters argue that the collaboration reflects the evolving way audiences follow the game. As the tournament approaches, the two entities are working to weave the app's algorithms and creative tools into the fabric of the event, promising a more immersive and shareable experience for supporters around the world.