TikTok & MLS enter multi-year partnership to bring soccer fans closer to the action
On TikTok, #soccer fans from all over the US, Canada, and the world come together to celebrate, connect, and build a community around the game’s most exciting moments. Whether it’s fan feedback, hilarious game edits, or behind-the-scenes content from players and coaches, football content thrives on TikTok, offering our community an unfiltered view of the sport they can’t get anywhere else.
As we strive to bring fans closer to the game, we are pleased to announce a multi-year partnership with MLS, the premier men’s professional national football league with 29 clubs across the US and Canada. This new partnership will connect the TikTok community to MLS through exclusive content, in-app programming, greater access to highlights, in-stadium activation, MLS’s biggest events and tournaments, and more.
As part of the partnership, TikTok and MLS will launch a new Club Creator Network, where TikTok creators will team up with MLS clubs to create exciting content during the regular season and off-season. MLS creators and clubs will work together to enhance the fan experience by offering unique access to their favorite MLS players and behind-the-scenes moments only found on TikTok. Our creators are the heart and soul of our platform, and we’re excited to provide more room for their creativity to grow as they take football content to the next level.
The partnership will also include various in-app programming. Through Library, our in-app creation tool, we are also partnering with MLS to provide our community with access to MLS content and clips, which will give creators more ways to integrate their favorite moments into the content they create. Throughout the season, fans can also search “MLS” on TikTok and access the MLS Hub, featuring the latest content from MLS, its clubs and players, all in one place. From the Hub, fans can also access the MLS website for more scheduling and score information.
As an “official partner” of MLS, TikTok will be integrated into every MLS game throughout the season through various in-stadium branding, TikTok and MLS content on stadium videoboards, and more. TikTok is also a co-sponsor of the eMLS Cup esports tournament. We’re excited to continue to shine on TikTok as the place where the sports and gaming community intersect while providing quality entertainment for everyone.
“From tifo to club rivalry, MLS fans are some of the most passionate in the game, with many coming to TikTok, reacting to their favorite moments in the league, building community with other fans, and sharing in the passion and authenticity of football. world,” said Harish Sarma, global head of sports and gaming at TikTok.. “We are thrilled to partner with MLS to take football content to the next level while giving our community exclusive access to the game they love so much.”
“Our new partnership with TikTok continues to build innovative, ambitious and powerful programs with the world’s most forward-thinking brands to bring fans closer to the game,” said David Bruce, MLS senior vice president of brand and integrated marketing. “Club Creator Network with TikTok is a perfect match for MLS’s vision to create our version of the global game. We are thrilled that compelling content created by young and progressive creators will draw attention to our clubs, players, matches and big events. Being able to make MLS assets accessible to fans in new and creative ways so they can help tell our story on TikTok will allow us to drive engagement with existing and future fans around the world.”
MLS broke new ground on TikTok when it announced Noah Beck (@noahbeck) as its first social playmaker last year. With over 34 million followers on TikTok, Beck has brought the TikTok community into the MLS world like never before. Be sure to follow @MLS on TikTok for what’s coming this season.
Since joining the platform in 2020, @mls has continued to grow its dedicated TikTok community with 1.2 million followers, over 256 million video views and 2.7 billion #MLS views. Many MLS clubs are also active on the platform, including @lagalaxy, @intermiamicf, @lafc, @atlutd, @torontofc and more.
Football content thrives on the platform. #soccer views have increased by more than 500% in the past two years, rising from 40 billion in February 2021 to over 267 billion today, while #football has captured the attention of fans around the world with over 800 billion views. From UEFA Euro to African Football Confederation, TikTok continues to partner with leagues, events and federations around the world to provide our community with unparalleled access to the most important moments in football and football. Through our new partnership with MLS, we’re excited to give the TikTok community even more access to premium football content for this world-famous sport.