As anticipation builds for the FIFA World Cup 2026, TikTok says it has become a major destination for football-related content and fan engagement in the UAE, with nearly nine out of ten users on the platform following the sport.
According to data shared by the company, 88 per cent of TikTok users in the UAE follow football, making it the most popular sport among the platform’s local community. More than 40 per cent of users in the country also actively participate in football, with TikTok users reported to be 66 per cent more likely to engage in the sport than non-users.
The platform highlighted the growing popularity of football content through hashtags such as #كرة_القدم, #كرة_قدم , #هدف_عالمي, #الرياضة_على_التيك_توك ,#كورة. as fans increasingly use TikTok to share reactions, commentary and creative content around the game.
TikTok’s growing role in football conversations follows its designation earlier this year as FIFA’s first-ever Preferred Platform, a partnership aimed at expanding tournament coverage through original content and deeper fan engagement.
The company said football-related discussions on TikTok often intensify around major milestones such as qualifiers, matchdays and tournament draws, creating opportunities for brands to connect with audiences in real time.
Globally, TikTok reported that 90 per cent of sports fans take at least one action outside the platform after viewing sports content, while 72 per cent enjoy watching fan-created videos, including reaction clips and match edits.
Several brands in the region have already used the platform to engage football audiences. TikTok cited Coca-Cola’s UEFA Euro 2024 campaign in Saudi Arabia, which combined creator-led content and partnerships to boost engagement and brand awareness. It also highlighted Unilever’s Africa Cup of Nations campaign featuring Clear and Rexona, which generated nearly 30 million user reach and more than 13,000 pieces of user-generated content.
According to TikTok, brands that perform well during major sporting events typically focus on real-time engagement, community participation, creator collaborations and culturally relevant storytelling.
The company said the FIFA World Cup 2026 is expected to generate significant online conversations, with TikTok positioning itself as a platform where fans, creators and brands can participate in football culture before and during the tournament.
