TikTok, FIFA tap 30 creators for World Cup coverage

TikTok is partnering with 30 creators from around the world to cover the FIFA World Cup 2026, as platforms and sports bodies increasingly lean on their reach to attract younger audiences.

The creators will be stationed across the tournament’s three host countries – Canada, Mexico and the United States – producing behind-the-scenes content throughout the competition.

Coverage will include training sessions, team arrivals, press conferences, warm-ups and matchday experiences, alongside fan reactions and other moments away from the pitch.

TikTok said the creators were selected from four continents, 11 countries and 22 cities, with the aim of delivering content in formats and languages tailored to global audiences.

The group includes creators such as Daniel Breen, Axel Panameno and Bi Goes, alongside football-focused personalities, commentators and fan creators from Europe, North and South America, and Asia.

Rollo Goldstaub, TikTok’s global head of sport, said creator culture is becoming increasingly central to how football audiences experience major tournaments online.

“Soccer culture is being shaped by a new generation of creators on TikTok,” he said. “The FIFA World Cup 2026 is the biggest stage in soccer, and through both programmes we are giving these emerging voices the opportunity to be part of telling the tournament’s story.”

Content will be distributed through TikTok’s dedicated FIFA World Cup hubs, which will also feature broadcaster highlights and tournament-related creator content.

The programme builds on TikTok and FIFA's wider partnership, which gives FIFA's broadcast partners access to TikTok's community of more than a billion users.

The move also reflects the growing role creators are playing in live sports coverage, particularly around younger fan communities that increasingly consume tournaments through clips and behind-the-scenes access on social platforms rather than traditional broadcasts alone.

The announcement follows a similar initiative from sports streaming platform DAZN, which launched a competition to recruit 48 fan creators to cover the tournament last month.