TikTok has signed a brand new, multi-year partnership with Major League Soccer (MLS), which is able to see MLS share unique content material and in-app programming, whereas additionally incorporating in-stadium activations and TikTok sponsorship of assorted MLS occasions and tournaments.
As per TikTok:
“As an ‘Official Companion’ of MLS, TikTok shall be built-in into each MLS recreation all through the season by means of numerous in-stadium branding, TikTok & MLS content material throughout stadium videoboards, and extra. TikTok can be the co-presenting sponsor of eMLS Cup, the League’s esports event. We’re excited to proceed spotlighting TikTok as a spot the place the sports activities and gaming group intersect, whereas offering high quality leisure for all.”
The partnership will present one other approach for TikTok to additional combine itself with main sporting leagues, which might assist to carry extra followers to the app.
The deal can even carry new alternatives for creators:
“Over the course of the partnership, TikTok and MLS will launch a brand new Membership Creator Community, the place TikTok creators shall be paired with MLS Golf equipment to create thrilling content material through the common season and low season. Creators and MLS Golf equipment will work collectively to reinforce the fan expertise by providing distinctive entry to their favourite MLS gamers and behind-the-scenes moments that may solely be discovered on TikTok.”
The brand new settlement can even present TikTok customers with entry to MLS content material and clips, which is able to present extra methods for TikTok customers to create their very own MLS spotlight movies and integrations, serving to to additional promote the league.
“All through the season, followers can even search ‘MLS’ on TikTok and get entry to the MLS Hub, that includes the latest content material from MLS, its Golf equipment, and gamers – multi functional place. From the Hub, followers can even entry MLS’s web site with extra details about match schedules and scores.”
As it’s on all platforms, soccer content material is extremely fashionable on TikTok, with views on the #soccer tag rising greater than 500% over the previous two years. That, in fact, can be considerably influenced by the World Cup, and broader engagement with that occasion – besides, there’s a rising legion of soccer followers within the app, who shall be eager to eat extra content material.
Certainly, the @mls TikTok account now has over 1.2 million followers.
As such, it is smart for TikTok to formalize their partnership, particularly because it appears to be like to additional embed itself in as some ways as it will possibly, within the hopes of avoiding a US ban.
I imply, that in all probability gained’t weigh into any resolution on such, however possibly, if TikTok can present that it’s a essential data channel, in a variety of the way, that might assist to strengthen its case.
Both approach, extra soccer content material can solely be helpful, whereas the expanded sponsorship components will carry much more publicity for the app.