Fox–TikTok Beef & Hard Rock Life

Lionel Messi
In 2023, TikTok set up a partnership with Major League Soccer for content that included a livestream focused on Lionel Messi during his first MLS Cup playoff game. Last spring, MLS and TikTok renewed that deal for several more years. Photo: Daniel Jayo/Getty Images
John Ourand
January 12, 2026

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Late last week, FIFA announced that TikTok would be the “preferred platform” for this summer’s World Cup. The distinction of this brand-new category partnership ostensibly conferred all sorts of rights and opportunities, including the crucial right to livestream parts of matches during the monthlong tournament.