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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GIS Sydney continues to connect students with Australia’s sports industry

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Image Credits: Global Institute of Sport

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Melbourne Victory partners with The Pass to expand fan experience

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Image Credit: Australian Professional Leagues

Melbourne Victory has added The Pass to its commercial portfolio, with the partnership designed to give supporters more ways to follow the club away from matchday.

The Pass becomes an ‘Associate Partner’ of Victory, while Hickens Hotel has been named the club’s ‘Official Away Game Venue Partner’. The arrangement will see the Russell Street venue host Victory watch parties and provide a dedicated gathering point for supporters during away fixtures.

The partnership also gives Victory supporters access to The Pass’ broader network of more than 200 venues around Australia, extending the relationship beyond a single location.

For Melbourne Victory, the deal forms part of a wider approach to creating commercial partnerships around the supporter experience rather than limiting sponsorship to traditional branding opportunities.

Hickens Hotel will host Victory fans for selected away matches, while The Pass will provide members with access to offers and experiences through its venue network.

The agreement also connects with Victory’s broader business community, with The Pass joining the club’s commercial network and creating potential opportunities for corporate engagement alongside its consumer-facing activity.

The partnership comes ahead of the 2026/27 A-League Men and Ninja A-League Women seasons, with Victory continuing to develop its commercial offering around both its membership base and matchday audience.

For The Pass, football provides a way to bring its network of hospitality venues into the supporter experience, giving fans a physical destination to watch matches when Victory is playing on the road.

The agreement reflects a broader trend across professional football, with clubs increasingly looking to partnerships that can provide tangible benefits to supporters while creating additional opportunities for commercial partners.

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