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.