FIFA is bringing World Cup match footage to TikTok Live. The 2026 World Cup, hosted across the U.S., Mexico, and Canada, will stream live game clips directly on TikTok as part of a new partnership with FIFA. The platform will also give select creators access to press conferences and training sessions for behind-the-scenes content. It’s a choice following how Gen Z actually watches sports: TikTok says users are 42% more likely to tune into live matches after engaging with other sports content on the app. But this way, once they see a clip, they never have to leave the platform to get more live coverage. The strategy isn’t new for FIFA—their 2023 Women’s World Cup collaboration generated 1.8B views on the official hashtag only midway through the tournament. TikTok has since partnered with the ATP Tour, PGA Tour, and various football leagues with similar success. (NYT)
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