"FIFA said World Cup broadcast rights holders can livestream parts of the 104 games at a dedicated hub on the TikTok app, which has more than 170 million users in the U.S. "Additionally, a wide group of creators will receive the opportunity to use and co-create FIFA archival footage," it said. FIFA did not state the value of the deal, or details of any tender process and rival bidders."
"TikTok's partnership with MLS and Apple TV led to the platform carrying footage from cameras dedicated just to following soccer great Lionel Messi playing in games for Inter Miami. FIFA promised fans would be taken "behind the curtain and closer to the action than ever before," its secretary general Mattias Grafström said. TikTok's in-app World Cup hub also will give fans "participation incentives" like custom stickers, filters and gamification features."
FIFA selected TikTok as the first "preferred platform" for video content at the men's World Cup, granting creators special access during the 48-nation tournament from June 11 to July 19 across 16 host cities (11 U.S., three Mexico, two Canada). Broadcast rights holders can livestream parts of the 104 games at a dedicated TikTok hub that reaches over 170 million U.S. users. A broad group of creators will be allowed to use and co-create with FIFA archival footage. FIFA did not disclose deal value or details of any bidding process, and it did not specify what live content will be permitted. TikTok will offer in-app fan features, participation incentives, and cites GamePlan engagement metrics.
Read at ESPN.com
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