- TikTok and DAZN team up for a global campaign supporting the FIFA Club World Cup 2025.
- Exclusive short-form content, creator-led storytelling, and highlight packages to roll out on TikTok.
- Partnership redefines how sports are consumed, bringing fans closer to the action through mobile-first engagement.
LONDON / NEW YORK, June 4, 2025 — TikTok has partnered with DAZN, the leading global sports entertainment platform, in a global marketing campaign to support coverage of the FIFA Club World Cup 2025. This collaboration brings together the world’s premier short-form video platform and DAZN’s expansive sports rights portfolio to engage fans through creator-driven storytelling, and interactive activations across both platforms to amplify fan engagement across TikTok’s global community of over 1 billion users. In the past year alone, over 51 million football-related videos have been published on TikTok.
As part of the campaign, a curated FIFA Club World Cup Hub on TikTok will serve as the central destination for content, live updates, and fan engagement throughout the tournament. DAZN will also create content featuring behind-the-scenes access, match highlights, creator/athlete takeovers, and real-time fan reactions, delivering a front-row seat to the tournament in a fresh, immersive format. Select DAZN original programming will be optimized for TikTok, ensuring the sports experience is accessible, snackable, and shareable for mobile-first audiences.
Rollo Goldstaub, Global Head of Sports Partnerships at TikTok, said “TikTok is transforming how fans engage with sports, making every moment more immersive, immediate and shareable. Partnering with DAZN allows us to bring the FIFA Club World Cup closer to fans than ever before, from behind-the-scenes access to the final whistle, capturing the heart of the action as it happens.”
Joe Caporoso, President at DAZN’s Whistle, added: “TikTok is the ideal partner to amplify the excitement of the FIFA Club World Cup. Together, we’re combining premium sports rights with the creativity of the TikTok community to deliver a new era of interactive fan experiences.”
The partnership builds on DAZN’s recent launch of its Global Football Creator Program—an ambitious initiative aimed at activating over 100 digital creators worldwide, from passionate superfans to emerging social storytellers. This creator-first strategy is further supported by a comprehensive global fan behavior study conducted by DAZN in collaboration with GWI. The research reveals a major evolution in how football is consumed: fans today don’t just watch the game—they experience it across platforms, in real time, and on their own terms. Based on insights from over 9,000 fans across the U.S., U.K., Germany, France, Spain, and Italy, the study found that 93% plan to engage with the FIFA Club World Cup beyond the live broadcast. From match highlights (41%) and player interviews (30%) to fan-made content (29%) and culturally-driven storytelling (26%), today’s audience demands deeper, more interactive experiences—an appetite DAZN and TikTok are uniquely positioned to satisfy.
The FIFA Club World Cup 2025 marks a new chapter for the tournament with its expanded format and global stage. Through this partnership, TikTok and DAZN are poised to redefine fan engagement, making the beautiful game more accessible, inclusive, and exciting for audiences around the world. All 63 matches are available free on DAZN.com.
