In this World Cup year, Fifa has come out of the blocks quickly. In the past few weeks any number of initiatives have been announced or activated, from a data partnership with Opta to facilitate more betting, to the Fifa Pass for speeding up visa applications for the US this summer, to the unveiling of the official Lego World Cup trophy. Among the ever-expanding list is an intriguing deal with TikTok, a partnership that will give digital creators front-row seats at the 104-match tournament. In Fifa language its partnership with the short-form video platform will make “the most inclusive event
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