Remember NFTs? Those digital collectibles that many online influencers once believed would create a brand-new industry, yet were repeatedly questioned for lacking true unique value? Now, TikTok is showing through its actions that it hasn't forgotten the concept.

TikTok has announced a partnership with collectibles manufacturer Panini to launch a new set of digital trading cards for the 2026 FIFA World Cup. The announcement was made via TikTok's official newsroom.

TikTok World Cup collectibles

This set of World Cup digital cards will be part of TikTok's broader in-app World Cup celebrations, offering users an interactive collecting experience. Previously, TikTok had announced it would roll out a series of exclusive highlights, behind-the-scenes content, as well as effects and stickers around the tournament.

According to TikTok's official statement: "Fans can unlock cards by completing daily tasks, such as following accounts or commenting on posts, with new activities rolling out during the 2026 FIFA World Cup." Essentially, TikTok is using these digital cards as incentives to drive more user engagement and maximize participation around the tournament.

This TikTok FIFA World Cup digital card series includes a total of 144 cards, covering all 48 participating teams. Each team will have three representative cards:

  • National Emblem Card: Represents the emblems and identity of each participating nation
  • Star Player Card: Showcases the standout athletes from each team
  • Legend Card: Pays tribute to iconic figures in each country's football history

Additionally, the series includes extra "Wild cards" that users can obtain by reaching specific milestones. TikTok stated: "Duplicate cards can be traded to further enrich collections; the more cards users collect, the more rewards they unlock."

Although the NFT craze has largely faded, TikTok's digital card initiative is expected to remain popular—it gives users another reason to achieve various milestones set by the platform, collect more virtual cards, and exchange them with friends. While this is essentially a replication of a failed model, combined with the fan enthusiasm around the tournament itself, the move makes sense and provides TikTok users with more reasons to engage.

It's worth watching whether other platforms will follow TikTok's digital collectibles initiative, bringing NFTs back in another form. Meta will certainly be keeping a close eye on this development. If digital collectible cards do effectively boost user engagement, it's not hard to imagine Instagram launching a similar feature as a companion to other sports events, or even developing it into an advertising product.

Perhaps NFTs haven't truly died—they're just dormant, waiting for a specific use case to awaken them.

Sports content has become a key focus area for TikTok. Data shows that 59% of TikTok users watch sports content within the app, and many users find highlights on TikTok more entertaining than the actual games themselves. Therefore, it's a logical strategy for TikTok to increase its investment during the tournament to maximize user activity.

Update: TikTok has clarified to Social Media Today (SMT) that its digital trading cards are definitely not NFTs.