In a groundbreaking move, FIFA has announced a partnership with social media giant TikTok, granting digital content creators unprecedented access to the upcoming World Cup. This strategic alliance speaks to the governing body’s desire to engage younger fans and reshape the media landscape surrounding the tournament.
The deal will see an unspecified number of online personalities granted behind-the-scenes access, allowing them to utilise archived and highlight footage in their content. In return, FIFA expects a deluge of posts that will make the World Cup inescapable for TikTok users.
This initiative mirrors the approach taken by the NFL, which has successfully integrated creators into its Super Bowl coverage over the past decade. However, the full potential of the creator economy is only now being explored by sports organisations.
Last summer, the streaming service DAZN built its own creator network for FIFA’s Club World Cup, enlisting up to 50 influencers to generate excitement through a variety of content, from behind-the-scenes tours to player and coach interviews. The results were promising, with DAZN reporting that the creator platform drove over 500,000 fans to its service and that 90% of viewers took “at least one off-platform action” after engaging with the sports content.
FIFA’s partnership with TikTok speaks to the governing body’s desire to reach younger audiences and shape the narrative around the World Cup. By granting creators direct access and control over content, FIFA can ensure its message and priorities are at the forefront of discussions, rather than allowing traditional media outlets to dominate the post-match debate.
However, the move is not without its complexities. Reports suggest that TikTok may need to secure sublicensing deals with existing broadcasters, such as Fox in the US and the BBC and ITV in the UK, to fully capitalise on the partnership. The landscape of sports media rights is rapidly evolving, and FIFA’s creator-centric approach could disrupt the established order.
Ultimately, this partnership represents a bold step by FIFA to engage the next generation of fans and gain greater control over the narrative surrounding the World Cup. As the creator economy continues to reshape the sports media landscape, it remains to be seen how this innovative deal will influence the future of the world’s most prestigious football tournament.
