In this World Cup year, Fifa has come out of the blocks quickly. In the past few weeks any number of initiatives have been announced or activated, from a data partnership with Opta to facilitate more betting, to the Fifa Pass for speeding up visa applications for the US this summer, to the unveiling of the official Lego World Cup trophy. Among the ever-expanding list is an intriguing deal with TikTok, a partnership that will give digital creators front-row seats at the 104-match tournament.
In Fifa language its partnership with the short-form video platform will make “the most inclusive event in football history … even more accessible”. According to TikTok’s global head of content, James Stafford, it will bring fans “closer to the action in ways they can’t get anywhere else”. It plans to do so by granting an unspecified number of online personalities behind-the-scenes access, giving them archive and highlights footage to use in their content and, in return, requesting an avalanche of posts that will make the World Cup inescapable for TikTok users.
