The National Football League (NFL) is eyeing increased mobile engagement, agreeing a new multi-year partnership with TikTok.
As part of the collaboration, the league will deliver content to fans across the platform’s global markets. It will include uniquely packaged highlights, sideline moments, and behind-the-scenes footage.
Blake Stuchin, Vice President, Digital Media Business Development for the NFL commented on the deal: “Partnering with TikTok is a natural extension of our media strategy, the platform reaches a fast-growing global audience of NFL fans and future fans.
“The NFL programming and hashtag challenges are a perfect way to kick off the NFL’s 100th season — with fun, new content that will entertain fans and invites them to celebrate and experience their NFL fandom in a way that’s authentic to the unique experience of TikTok.”
Maximising the partnership, the NFL and TikTok will collaborate around a series of NFL-themed hashtag challenges, inviting members of the TikTok community to express their passion for their favorite NFL clubs and players through the platform. The NFL and TikTok will also be partnering together on unique marketing opportunities for brands to activate around NFL content on TikTok.
Mayan Scharf, Global Partnerships, TikTok added: “We’re thrilled to partner with a powerhouse in the sports industry like the NFL to bring new life and a fresh perspective to the sports entertainment experience. TikTok is a destination where fans can feel like they are a part of the team and we look forward to showcasing content from the NFL that is exciting, authentic and surprising to TikTok community.”
TikTok will also be celebrating the NFL’s 100th season kickoff live in Chicago on September 5. Attendees can experience TikTok in real life at Soldier Field and create their own unique TikTok videos that show their love for their favorite teams and players in an NFL-themed experience.