The NFL joins TikTok in multi-year partnership
By Sara Shaw • September 4, 2019
The NFL and social video app TikTok yesterday announced a multi-year partnership to bring NFL content to worldwide fans, just ahead of the NFL’s 100th season kickoff on September 5. The partnership includes the launch of an official NFL account on the video platform, as well as a series of NFL-themed hashtag challenges and other marketing opportunities for brands around the NFL content.
While TikTok is better known for its meme-like, short-form videos featuring lip-syncing, displays of talent like dance, cosplay, comedy, art and more, the company says that sports content is also a popular category on its service. The NFL also looks for opportunities to reach international fans, like when it distributed game highlights and recaps on Facebook. This is particularly important at a time when ratings have become more of a concern for the sports league.