TikTok Is the New ESPN: How Creators Are Taking Over the 2026 FIFA World Cup

Summary:

• The 2026 FIFA World Cup features creators, with 30 “Creator Correspondents” capturing behind-the-scenes moments across North America.

• TikTok’s official partnership with FIFA for the World Cup includes exclusive content hubs and a preferred broadcast platform.

• “World Cup (Champions)” by IShowSpeed gains popularity as a potential unofficial anthem, following his success in 2022.

The 2026 FIFA World Cup kicks off Thursday across North America — and for the first time, creators have a seat at the press table.

TikTok and FIFA announced 30 official “Creator Correspondents,” a globally representative cohort of creators who will capture the tournament through fan-first storytelling. Selected from four continents, 11 countries, and 22 cities, the correspondents will be embedded in host cities across the U.S., Canada, and Mexico, delivering behind-the-scenes access to bus arrivals, training sessions, press conferences, and game-day moments.

Their content will live in dedicated FIFA World Cup 2026 Hubs inside the app.

TikTok was named FIFA’s first-ever “Preferred Platform” for the 2026 World Cup earlier this year, a deal that goes beyond traditional media rights and positions TikTok as a primary broadcast companion for the tournament. According to TikTok’s internal data, fans are 42% more likely to tune in to live matches after watching sports content on the platform.

Meanwhile, the internet already has its unofficial anthem. IShowSpeed released “World Cup (Champions)” June 1, shouting out the majority of the 48 competing nations, and the response was immediate. The music video pulled in over 3 million views and more than 500,000 likes on YouTube in just 14 hours, with fans rallying for FIFA to make it the tournament’s official anthem. FIFA teased a response on X, replying “We will be in touch,” which only added fuel to the fire.

This is not Speed’s first rodeo. His 2022 World Cup song racked up over 204 million YouTube views, cementing him as one of soccer’s most influential online voices. “Champions” is tracking to top it.