Football’s global governing body expands its digital reach as TikTok users gain real-time access to official World Cup video clips
FIFA has announced a groundbreaking digital media partnership that will see official video clips from World Cup matches broadcast live on TikTok, marking a major shift in how football’s biggest tournament is consumed by fans worldwide. The move is aimed at engaging younger, mobile-first audiences and expanding real-time access to football content across social media platforms.
According to FIFA, the initiative will allow fans to watch live in-game clips, key moments, goals, and highlights directly on TikTok during World Cup matches, complementing traditional television broadcasts rather than replacing them. The governing body said the partnership aligns with its strategy to modernise football consumption and meet fans where they already spend significant time online.
TikTok, which boasts over a billion active users globally, has become a central hub for sports conversations, short-form highlights, and fan-driven content. FIFA noted that the collaboration will provide officially licensed, high-quality clips, helping curb piracy while offering fans fast, reliable access to match-defining moments as they happen.
FIFA President Gianni Infantino described the move as a “natural evolution” in football broadcasting, stressing that the World Cup must remain accessible, inclusive, and innovative in a rapidly changing digital landscape. He added that social media platforms now play a crucial role in growing the game, especially among younger generations.
The partnership is also expected to boost fan interaction, with TikTok users able to engage through comments, reactions, and community-driven discussions around live World Cup moments. Content creators and influencers will also benefit from increased engagement around officially released match clips.
With this announcement, FIFA joins a growing list of global sports organisations embracing social-first broadcasting strategies, signalling a future where live sports moments extend beyond television screens and into real-time social media experiences.
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