As the countdown to the 2026 World Cup in the United States, Canada, and Mexico intensifies, FIFA has signalled a radical shift in its broadcast philosophy. By inkling a major partnership with TikTok, the world governing body is moving beyond traditional television to embrace the "creator economy," granting digital influencers unprecedented behind-the-scenes access to the 104-match tournament.
FIFA’s partnership aims to generate an "avalanche of posts" by providing online personalities with front-row seats, archive footage, and match highlights. This follows a successful blueprint set by DAZN during the FIFA Club World Cup, where a network of 50 creators drove over 500,000 fans to their streaming service.
Authenticity: Creators are viewed as more "trustworthy" by the 16-to-34 demographic compared to traditional anchors.
Productivity: Known as "one-person companies," these influencers perform, shoot, edit, and post with a speed that legacy media cannot match.
Control: Unlike independent journalists, creators often operate within a media environment where the demands of the "client" (FIFA) come first.
One of the most controversial aspects of the influencer model is its ability to shape public perception. By using a roster of hand-picked creators, FIFA can steer the global conversation away from "problematic" topics and toward pure enthusiasm.
A notable example cited is DAZN's use of creator Emily Austin to interview Donald Trump; rather than a hard-hitting journalistic inquiry, the segment served to celebrate the tournament's success and flatter both the host nation and FIFA.
The transition is not without friction. In the US, Fox holds the rights that TikTok would need to "sublicense" to show certain footage. Similarly, in the UK, the BBC and ITV maintain a joint hold on digital and linear broadcasts.
Whether these traditional broadcasters will allow TikTok creators to "disrupt" their exclusive territory remains the primary roadblock to FIFA’s total digital domination.