FIFA appoints TikTok as official World Cup partner

FIFA has announced the appointment of the popular video platform TikTok as the official video content and social media partner for the upcoming FIFA World Cup. While FIFA, the world governing body of football, has not disclosed the financial details of the agreement, the organization stated that this was the most comprehensive and best proposal received from social media platforms.

Under this new agreement, TikTok will be granted access to utilize FIFA’s rich archive. Furthermore, TikTok will have the opportunity to create diverse content using video footage from the matches of the tournament scheduled to be held in the United States this June. Additionally, FIFA has facilitated a pathway for broadcast rights holders to air matches through their respective TikTok accounts.

TikTok is already a partner of Major League Soccer (MLS) and Apple TV in the US. However, FIFA has established this major agreement with TikTok at a time when the current US government has warned of a potential ban on the platform due to security concerns. It is noteworthy that FIFA chose TikTok amidst this prevailing tension.