Is clock ticking for FIFA’s underpinning TV partners? TikTok deal includes live rights
January 9 – FIFA has appointed TikTok as its first ever ‘Preferred Platform’ for the 2026 World Cup in an agreement that will see live broadcast of match segments, as well as access to press conferences and training sessions to a select group of creators for fan content.
TikTok’s head of global head James Stafford said that TikTok’s data shows fans are “42% more likely to tune in to live matches after watching sports content on TikTok.”
“Football has experienced explosive global growth on TikTok over the past few years,
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