Football Content To Thrive After TikTok’s Latest Partnership
TikTok and Major League Soccer (MLS) have announced a multi-year partnership that will connect the TikTok community to the premier men’s professional national football league featuring 29 Clubs across the United States and Canada.
With football content thriving on TikTok, the new partnership will offer the platform’s users exclusive content, in-app programming, and greater access to highlights.
The partnership will also feature various in-stadium activations, MLS’ biggest events and tournaments, and more.
One of the key elements of the partnership is the launch of a new Club Creator Network, where TikTok creators will be paired with MLS Clubs to create exciting content during the regular season and off-season.
TikTok creators and MLS Clubs will work together to enhance the fan experience by offering unique access to their favorite MLS players and behind-the-scenes moments.
Additionally, through Library, the in-app creation tool, the partnership will provide the TikTok community with access to MLS content and clips that will give creators more opportunities to integrate their favorited moments in the content they create.
TikTok head of sports and gaming, Harish Sarma, said: “From tifos to club rivalries, MLS fans are some of the most passionate in the game, many of whom come to TikTok react to their favorite moments across the league, build community with other fans, and connect with the passion and authenticity of the football world.”
“We’re thrilled to be partnering with MLS to take football content to the next level, all while giving our community exclusive access to the game they love so much,” Sarma said.
MLS SVP of brand and integrated marketing, David Bruce, added: “Our new partnership with TikTok continues to build innovative, ambitious, and powerful programs with the world’s most forward-thinking brands in order to bring fans closer to the game.”
“The Club Creator Network with TikTok fits perfectly with MLS’ vision of creating our version of the global game.
“We are thrilled that compelling content imagined by young and progressive creators will drive awareness to our clubs, players, matches, and major events.
“The ability to make MLS assets available to fans in new and creative ways, so they can help tell our story on TikTok, will enable us to drive engagement with existing and future fans across the world,” he said.
As an official partner of MLS, TikTok will be integrated into every MLS game throughout the season through various in-stadium branding, TikTok & MLS content across stadium videoboards, and more.
TikTok is also the co-presenting sponsor of eMLS Cup, the League’s esports tournament.