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
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