TikTok and Monumental Sports Announce Multiyear Partnership Across NHL, NBA, WNBA, and More

Monumental Sports & Entertainment (MSE) has announced a multiyear partnership with TikTok that extends across several of its professional sports franchises, including the NHL’s Washington Capitals, NBA’s Washington Wizards, WNBA’s Washington Mystics, NBA G-League’s Capital City Go-Go, and NBA2K’s Wizards District Gaming.

Beginning in the 2024-25 season, TikTok’s logo will be featured on the Washington Capitals’ road jerseys, marking the platform’s first appearance on NHL jerseys. TikTok will also serve as the presenting partner for the Capitals’ 50th Anniversary Celebration, which will include key events throughout the year, offering fans exclusive behind-the-scenes content and team highlights.

However, the partnership goes beyond hockey. MSE’s NBA and WNBA teams—the Washington Wizards and Washington Mystics—will also benefit from TikTok’s involvement, which includes in-arena branding, unique digital activations, and exclusive content created for TikTok’s audience. The teams will feature behind-the-scenes footage, mic’d-up moments, and player interviews, all designed to enhance fan experiences and foster deeper connections with younger audiences.

“As a sports enterprise with a large and diverse fan base, we are excited to utilise TikTok to uniquely connect, entertain and interact with fans across all of our Monumental Sports teams,” said Jim Van Stone, President of Business Operations and CCO at MSE. ““TikTok empowers our fans to share their passion for the Caps and all our teams in their own unique ways.”

TikTok’s Expanding Sports Portfolio

This partnership is just one of many as TikTok continues to expand its influence across the global sports industry. Other key partnerships include:

• NFL: TikTok partnered with the NFL to produce exclusive content and launch engaging campaigns like #WeReady during the league’s 100th season​.
• UFC: In collaboration with UFC, TikTok provides live-streamed content, including weigh-ins, press conferences, and exclusive behind-the-scenes footage​.
• Wrexham AFC: TikTok is the main shirt sponsor of Welsh soccer club Wrexham AFC, co-owned by actors Ryan Reynolds and Rob McElhenney, boosting the team’s global visibility.
• Philadelphia Flyers: The Flyers’ popular mascot Gritty has become a fan favorite on TikTok, contributing to the team’s digital growth​.
• NBA Teams: TikTok collaborates with various NBA teams, including the Philadelphia 76ers and Portland Trail Blazers, focusing on fan-driven content and interaction​.

This multiteam partnership between TikTok and Monumental Sports underscores TikTok’s commitment to deepening its presence in the sports industry. By creating engaging, fan-centric content, TikTok continues to evolve as a leading platform for sports franchises looking to connect with their audiences.

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