TikTok and MLS unite to bring fans exclusive content

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MLS Cup
Image credit: MLS

A multi-year partnership between Major League Soccer (MLS) and TikTok will aim to bring football fans closer to the action, by linking the TikTok community to the American competition via behind-the-scenes content, in-app programming, easy accessibility to highlights, in-stadium activations, MLS biggest events, tournaments and more.

Football content flourishes on TikTok, whether it’s the reactions of fans, amusing edits of the highlights, or if it is behind-the-scenes content from players and coaches, offering the fans and community a raw view of the sport which they can’t get anywhere else.

The deal between the social media platform and the MLS will launch a new Club Creator Network, which the creators of TikTok will connect with the MLS Clubs to produce engaging content throughout the regular season as well as the off-season.

The TikTok creators are the beating heart of the platform, this will elevate football to create new opportunities by taking their innovation to new heights.

TikTok is also the sponsor in co-presenting the eMLS Cup (pictured) – the League’s esports tournament where the sport and gaming community join forces to provide valuable entertainment.

Global Head of Sports and Gaming at TikTok Harish Sarma said via press release:

“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 favourite moments across the league, build community with other fans, and connect with the passion and authenticity of the soccer world.”

MLS SVP of Brand and Integrated Marketing David Bruce added via press release:

“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.”

Since joining the leading platform for short-form mobile videos, MLS has gone from strength to strength increasing its followers list with 1.2 million, over 256 million views as well as 2.7 billion views for #MLS.

The social media choice for young football fans is undoubtedly TikTok in what was the fastest-growing app in 2020, whether it’s content related to the league’s clubs, an insight into the training sessions or the way signings are revealed through the form of a video clip, it allows the Clubs to see what fans are interested in, giving the fans a scene they wouldn’t normally see.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

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Image Credit: Football NSW

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Football Victoria elevates fan enjoyment with Streets partnership

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Image credit: Prostock-studio / Shutterstock.com

Football Victoria (FV) revealed last week a new partnership with ice cream giants, Streets. The brand will become an exclusive ice cream partner for the next three years.

 

An iconic brand for joyful experiences

As a well-known and popular ice cream brand with people all around the nation, Streets will now look to support the fan experience in Victoria through its products.

It reflects FV’s commitment to delivering a family-friendly and memorable experience for spectators. Both on and off the pitch, the organisation is striving to elevate the experience for fans and families alike.

“Football Victoria is always looking for ways to elevate the experience at The Home of The Matildas, and this partnership does exactly that,” explained FV Executive Manager of Commercial and Facilities, Chris Speldewinde.

“It’s a fantastic fit for our community and we’re looking forward to what the next three years will bring.”

Furthermore, Senior Brand Manager at Streets, Ryan Katz, emphasised the brand’s role in community sport and in creating memories beyond the action on the pitch.

“Streets is proud to join Football Victoria as its exclusive ice cream partner,” Katz said.

“There’s nothing better than enjoying a great game with a classic ice cream in-hand, and we’re excited to be part of those moments across the state.”

 

Understanding community football

Community football is all about these moments. Sunny days, the family together, and a sweet treat in-hand while supporting a local team alongside friends and neighbours.

This is why a partnership between FV and Streets is particularly important.

Not for its commercial value, but for what it tells us about both parties’ understanding of what matters to fans. From young fans to experienced matchday-goers, everyone wants to find enjoyment while watching the game.

And while the 90 minutes of action is the focus, the experience of a local matchday is truly defined by interactions with fellow supporters and smaller – but no less significant – moments of happiness during the day.

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