FIFA Names TikTok Preferred Platform Partner for 2026 World Cup, First Such Designation

FIFA and TikTok provided 30 creators with behind-the-scenes access to the 2026 World Cup, covering bus arrivals, training sessions, and press conferences, Forbes reported. This arrangement represents the first time FIFA has named a Preferred Platform partner. Twitch streamers IShowSpeed, Jasontheween, and Marlon conducted IRL livestreams of matches and reactions.

Canada, and Mexico that covered 104 matches and included surprise appearances by professional football players, according to Pontus Eskilsson, Twitch's VP of Global Partnerships. Streamers sakurashymko and Jynxzi broadcast packing, traveling, and watch parties.

DoorDash sponsored Men in Blazers' Twitch coverage of matches in Latin America, where chat participants voted on cuisine for hosts during the Match Predictions segment.

Unilever mobilized more than 50,000 creators across 35-plus brands and operated House of Fresh pop-ups in New York, Miami, and Mexico City, Forbes reported. The 2026 Roblox Digital Expression Report, produced with Ipsos, found that 73% of surveyed Gen Z Roblox users identify as active sports fans.

Roblox users logged 1.1 billion hours in sports experiences in the second half of 2025, up 154% year over year.

Gen Z users bought 42 million jersey avatar items in that period, spending 120 million Robux. Sixty-seven percent of surveyed Gen Z Roblox users said customizing an avatar with sports gear makes them feel part of a team. Sixty-one percent said engaging with sports on Roblox makes them more likely to watch the sport in real life, and 64% said they play or engage with sports on Roblox that they currently would not in real life.