A new study shows that TikTok football fans in Saudi Arabia are driving significant digital engagement ahead of the FIFA World Cup 2026. Specifically, nine out of ten users on the platform in the Kingdom follow the sport. This trend highlights the growing role of digital platforms in shaping sports conversations.
According to data from GWI in 2025, 88% of users in Saudi Arabia follow football, making it the most popular sport on the platform. Furthermore, more than 50% of these users actively participate in the sport. Consequently, the platform has become a central hub for real-time fan discussions and community building.
Earlier this year, FIFA named TikTok as its first Preferred Platform. This partnership enables deeper collaboration and integration to offer detailed tournament coverage through original content. Meanwhile, local hashtags such as #كرة_القدم and #المنتخب_السعودي continue to gather millions of views.
Engagement of TikTok football fans in Saudi Arabia
The active participation of TikTok football fans extends beyond digital viewing into physical activities and content creation. Notably, the platform’s environment relies on real-time discovery and user-generated content. This environment allows underdog teams and viral fan reactions to gain rapid traction.
In addition, sports conversations on the platform are highly event-driven. These discussions typically spike around key milestones such as qualifiers, matchdays, and tournament draws. As a result, brands find multiple entry points to connect with audiences during these peak periods.
Global Sports Content Consumption Trends
Research indicates that sports content on the platform has a strong influence on offline behavior. Specifically, 90% of sports viewers worldwide take at least one action outside the application after watching sports videos. Moreover, 72% of global users state that they enjoy watching fan edits and reaction videos.
This high level of engagement presents unique opportunities for businesses. By aligning with these digital trends, companies can integrate their marketing strategies with ongoing economy trends. This approach helps brands reach active consumer groups in the region.
Brand Campaigns and Audience Interaction
Several brands have already executed successful campaigns targeting TikTok football fans in the Middle East. For example, Coca-Cola launched its “Sip, Score, Celebrate” campaign during UEFA Euro 2024. This campaign combined native creative assets with premium placements and a partnership with beIN.
Consequently, the campaign achieved a 3.3% increase in click-through rates compared to industry benchmarks. In addition, it delivered a 50% uplift in video completion rates. Similarly, Unilever ran an AFCON campaign featuring Clear and Rexona that reached nearly 30 million users.
The Unilever campaign generated over 13,000 pieces of user-generated content. Furthermore, it achieved a 5.3% lift in ad recall, which outperformed standard benchmarks by nearly three times. These results demonstrate the effectiveness of community-driven marketing.
Strategic Approaches for Digital Marketing
To effectively engage with audiences, brands must adopt specific strategies. First, companies need to show up during key cultural milestones and sustain engagement between tournament peaks. Second, businesses must remain agile to respond to real-time trends and viral moments.
Finally, inviting collaboration through creative prompts and challenges helps build authentic connections. Incorporating music and entertainment elements also extends brand reach across diverse communities. These methods ensure that marketing efforts align with user preferences.
