The 2026 World Cup in the United States, Canada, and Mexico will be unlike any other, particularly given its unique geopolitical context. Another new feature of this event, the second most-watched on the planet, is the significant presence of influencers surrounding all 104 matches of the tournament. Here's why.

It's a world apart. A world reserved for a small community: the world of influence. For several seasons now, sporting competitions held around the globe have increasingly relied on influencers to promote their events. The 2025 Africa Cup of Nations is a prime example. And the 2026 FIFA World Cup will not escape this new trend. A few weeks ago, the world governing body announced a partnership with TikTok. An agreement intended to "improve media coverage of the World Cup."

"This preferred platform agreement will enhance access, opportunities, and the promotion of original content for fans as part of FIFA's strategy to engage third-party social media platforms," the international federation stated. "As FIFA's first-ever preferred platform, we are delighted that fans will be able to experience the 2026 World Cup far beyond the 90 minutes of a match, thanks to exclusive content and unprecedented access for creators," added James Stafford, Global Head of Content at TikTok.

Looking for the next football "fans"?

According to the social network, fans are "42% more likely to watch live matches after viewing sports content on TikTok." With this agreement, FIFA and TikTok hope to "reach the next generation of football fans."

In practice, FIFA will have a dedicated page on TikTok; users will therefore easily find themselves in a world entirely devoted to the 2026 World Cup. A significant advantage for the World Cup's exposure. It remains to be seen whether this will have an impact on linear television viewership and the competition's image, which has been under fire for several months. The tournament's narrative on TikTok will thus be carefully managed.

Until now, traditional broadcasters have deployed digital services managers or paid influencers to the field to promote the competition on their social media. This will continue to be the case. But they will now be in direct competition with FIFA-TikTok influencers. The governing body is creating its own program for content creators. With this new approach, influencers will be everywhere: from the training centers of certain teams to the sidelines of the 2026 World Cup pitches. FIFA's objective is clear: to flood social media with beautiful images, free of dissenting voices. This method was widely used during the recent Africa Cup of Nations. Numerous influencers were present throughout the competition, and influence agencies had agreements with the organizers to promote the event. There, too, any missteps were forbidden in the videos broadcast.

Are traditional broadcasters being penalized?

FIFA also wants to develop pre- and post-match coverage on social media. These influencers are intended to bridge the gap with traditional media. "The problem? Traditional media outlets weren't invited to the negotiations with TikTok. They don't really understand what this agreement entails, and some are wondering if the influencers will gain significant rights without paying," points out a well-informed source on European sports media. A FIFA executive counters: "This agreement isn't meant to create competition for FIFA's media and partners; it's meant to develop a very specific sector of this event." Nevertheless, some broadcasters view the arrival of these influencers endorsed by the governing body with suspicion.

Another sensitive issue is rights negotiation and territoriality. FIFA has signed agreements with traditional broadcasters worldwide. These partners hold the rights for specific territories, particularly for their social media platforms. Influencers wishing to broadcast content surrounding matches must therefore sign sub-licensing agreements with the media outlets holding the rights. Some international channels are currently negotiating with influencer agencies. But nothing is simple, and these rights are not free. Since social media is inherently international, the question of video distribution in certain territories is crucial. According to several leaks, some traditional broadcasters intended to sign agreements with other social networks like YouTube or Meta, which complicates matters.

Is it really effective in increasing audience numbers?

"I doubt the effectiveness of this influx of influencers on the linear audience of the World Cup," the head of a French channel, who has previously been involved in World Cup coverage, told RMC Sport. "Social media should be seen today as a complement to live broadcasts: it will never replace linear television. But it can engage football fans before and after the match. An influencer isn't going to drive viewers to watch a dull World Cup match, especially if that match is at 3 a.m."

Last summer, the strategy was different. DAZN, the sole broadcaster of the Club World Cup, had signed an agreement with TikTok to cover the competition during the height of summer. One hundred content creators were involved in the Club World Cup to boost viewership. In this particular case, the approach was different: the broadcaster had signed an agreement to promote its own content. At the same time, FIFA spent over $50 million on marketing to promote the Club World Cup. A large portion of this money was invested in social media, with the recruitment of numerous influencers to create a positive image of the competition, while also trying to fill the stadiums.

Influencer agencies are working with FIFA and TikTok to identify suitable profiles. Most often, these agencies approach creators specializing in football with a large following. If a profile is suitable, an agreement is reached between the parties, outlining a defined posting volume and expected content. Priority access will also be granted to these creators on the sidelines during tournament matches.

Piracy (also) in FIFA's sights

In the event of controversy surrounding the tournament, content creators can also help "change the subject," avoiding sensitive topics and highlighting the sporting aspect and the positive image of the competition. Last summer, an episode caught the attention of DAZN viewers: just before the final, the platform secured an interview with Donald Trump. For this assignment, DAZN featured Emily Austin, a content creator who presented herself as a journalist and pro-Trump activist. During the interview, Austin lavishly praised the American president, without any real challenge, while simultaneously promoting the Club World Cup.

The agreement with TikTok should also allow FIFA to combat piracy of the competition. FIFA has commercial agreements worth tens of billions of dollars with broadcasters worldwide. Combating piracy is therefore one of the major challenges of the upcoming World Cup. Regulating influencers on the pitch and formalizing agreements with social media platforms also allows for stricter control over content distribution and the protection of intellectual property.