TikTok and the National Football League (NFL) have announced a multiyear extension of their partnership, aimed at further enriching the football fan experience on the platform.
Since the initial partnership in 2019, TikTok has become a premier destination for NFL content and culture, with over 11 million combined posts for #NFL, #NFLPlayoffs, and #SuperBowl.
The partnership has led to the launch of the official @NFL TikTok account, which has become one of the most followed brands on the platform. Additionally, regional accounts have been created to develop the league’s global fandom, resulting in over 5 billion views during the 2023 season.
Brent Lawton, Vice President of Business Development & Strategic Investments at NFL said: “TikTok offers a unique platform to showcase the culture, energy, and passion that make the NFL special. Our presence on TikTok strengthens the connection between our fans and the game, offering them a unique way to engage with the NFL.”
The extended partnership will bring more content to the TikTok community, including long-form content to further immerse fans into the NFL. This move demonstrates TikTok’s commitment to enhancing the fan experience and providing a platform for the NFL to connect with its global audience.
Rollo Goldstaub, Global Head of Sports Partnerships at TikTok, said: “Since beginning our partnership in 2019, the NFL has leaned into TikTok, offering the global sports community an authentic, behind-the-scenes look at their favorite teams. As we extend our partnership, we look forward to continuing to enhance the NFL experience for fans both in the US and globally, by delivering longer-form content that deepens their connection to the sport and community they love.”
The extended partnership between TikTok and the NFL is a testament to the platform’s ability to enhance the fan experience and provide a unique space for sports content and culture.
As the NFL continues to grow its global presence, TikTok’s creative and immersive format will play a crucial role in engaging fans and showcasing the passion and authenticity of the game.
