- DAZN and TikTok have partnered to launch a FIFA Club World Cup content hub, combining livestreaming and short-form video to attract global fans.
- DAZN paid $1B for global rights and is making all 63 matches free-to-view to maximize exposure and monetization via advertising and commerce.
- The campaign centers on TikTok-native content, including real-time highlights, athlete takeovers, and exclusive behind-the-scenes access.
- A key innovation is DAZN’s Global Football Creator Program, mobilizing 100+ digital creators to humanize and amplify tournament storytelling.
- 93% of fans want content beyond live games, with demand for fan-generated content, interviews, and immersive storytelling at an all-time high.
- TikTok’s algorithm-driven reach makes it ideal for reaching Gen Z, bypassing traditional broadcast models and reshaping how major tournaments engage audiences.
With Gen Z in mind, DAZN turns to TikTok to turn eyeballs into loyalty and livestreams into ecosystems.
In a bold move to redefine sports broadcasting for the TikTok generation, DAZN has partnered with the short-form video titan to promote the FIFA Club World Cup 2025. The collaboration marks a pivotal shift in how football tournaments are marketed, away from passive broadcast consumption and toward immersive, creator-driven fan ecosystems.
Betting Big on Free Access and Viral Reach
DAZN has committed over $1 billion to secure global broadcast rights for the expanded 32-team FIFA Club World Cup. But rather than relying solely on traditional viewership, it’s leveraging TikTok to build a narrative ecosystem around the matches.
@daznfootball 32 Elite Teams. 1 World Champion. EVERY game FREE on DAZN. 🏆🔍 ALL you need to know about the FIFA Club World Cup 2025! @FIFAClubWorldCup | June 14 - July 13 | Every Game | Free | DAZN.com | #FIFACWC #TakeItToTheWorld ♬ original sound - DAZNFootball
Every game will stream for free on the DAZN app, and through a curated TikTok content hub, fans will get behind-the-scenes access, match highlights, creator takeovers, and real-time reactions.
DAZN isn’t just buying attention. It’s buying intent, and TikTok’s algorithm is central to this strategy. By surfacing creator content to hyper-targeted sports audiences, DAZN hopes to convert free users into paid subscribers, advertisers, and even bettors.
“TikTok is reshaping the way fans connect with sports—making every moment more engaging and shareable,” said Rollo Goldstaub, TikTok’s Global Head of Sports Partnerships.
This isn’t just a TikTok campaign. It’s DAZN betting that Gen Z would rather scroll through curated sports snippets than sit through a 90-minute broadcast. With 93% of football fans reportedly seeking content beyond live matches—think player interviews, fan memes, and cultural storytelling—DAZN is meeting fans where they already are.
The TikTok Hub: More Than Just Match Highlights
At the heart of the campaign lies the FIFA Club World Cup Hub on TikTok, which will serve as a content HQ throughout the tournament. Here, DAZN will feed fans with short-form video content, tailored to TikTok’s fast-moving format and fueled by its Global Football Creator Program, a network of over 100 digital storytellers mobilized to translate tournament moments into viral currency.
@fifaclubworldcup Stars of the world Stateside... 🎨 #FIFACWC ♬ original sound - FIFAClubWorldCup
From MLS’s Inter Miami to Egypt’s Al Ahly, every team will be treated not just as a sports entity but as a content vehicle. Expect athlete Q&As, locker room vlogs, and commentary from influencers more fluent in TikTok memes than match statistics.
DAZN is also optimizing parts of its original programming specifically for TikTok, recognizing that mobile-native formats drive stickiness with younger fans. Think more stories, fewer stats; more vibes, fewer views.
“We’re combining premium sports rights with the creativity of the TikTok community to deliver a new era of interactive fan experiences,” said Joe Caporoso, President at DAZN’s Whistle.
From Broadcast to Ecosystem: A New Sports Playbook
This partnership reflects a deeper industry pivot. Instead of seeing TikTok as a second screen or promotional tool, DAZN is treating it as the first arena. While DAZN will stream every match in full, it’s the TikTok content funnel—shorts, memes, reactions, challenges—that will bring in the next generation of superfans.
And it’s not DAZN’s first foray into social strategy. Earlier this year, the platform inked deals with Gary Lineker’s Goalhanger and free-to-air broadcasters in key markets, showing a clear trend: DAZN is investing in platforms that create content ecosystems, not just one-way viewership.
With the Club World Cup acting as the centerpiece, DAZN’s goal is clear: turning TikTok reach into first-party data, brand affinity, and monetizable engagement, whether through advertising, e-commerce, or future subscriptions.
