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TikTok and FIFA are teaming up for World Cup matches. On Thursday, FIFA said its media partners will be able to broadcast “parts of matches” on the social platform. The “preferred platform” partnership will run through the end of 2026.
How long the live clips will be is anyone’s guess because “parts of matches” is as specific as the announcement got. We emailed TikTok for clarification and will update this story if we learn more.
FIFA said the collaboration is designed to bring fans “closer to the action.” Getting more to the point, TikTok’s global head of content said live sports on the platform are shown to transform “fandom into measurable business results for our sports partners, with fans being 42 percent more likely to tune in to live matches after watching sports content on TikTok.”
TikTok’s World Cup content will include filters, stickers and other “gamification” features. FIFA will also give “a select group of global TikTok creators” access to press conferences and training sessions to create content. “As football grows and evolves — uniting an increasing number of people — so should the way it is shared and promoted,” FIFA secretary general Mattias Grafstrom wrote in the announcement.
The World Cup runs from June 11 to July 19. It will take place in 16 cities across Canada, the US and Mexico.
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