TikTok and Major League Soccer have announced a multiyear collaboration that will bring exclusive content, in-app programming, and other features to the app.
The agreement’s financial terms were not disclosed.
Fans will be able to search “MLS” on TikTok throughout the season to gain access to the “MLS Hub,” which will feature new content from MLS clubs and players.
From the hub, fans can also access MLS’s website for more information on match schedules and scores.
The company is also collaborating with the MLS to give users access to MLS content and clips so they can incorporate their favorite moments into the content they create.
TikTok and MLS will launch a new Club Creator Network as part of the partnership, in which TikTok creators will be paired with MLS clubs to create content during the regular season and off-season.
Creators and MLS clubs will collaborate to share behind-the-scenes footage that will only be available on TikTok.
TikTok, as an official partner of Major League Soccer, will be integrated into every MLS game throughout the season via various in-stadium branding. TikTok is also a co-presenting sponsor of the League’s esports tournament, eMLS Cup.
TikTok reports that soccer content is thriving on the platform, with views for #soccer increasing more than 500% in the last two years, rising from 40 billion in February 2021 to over 267 billion today.
The collaboration comes as TikTok has increased its focus on sports content for its platform.
A few weeks ago, the company began testing a dedicated sports feed, as well as feeds for fashion, gaming, and food.
Although TikTok’s “For You” feed will already show you sports content if you’ve expressed an interest in it, the new dedicated feed prioritizes sports content.
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