David Bridges
In an exciting development for soccer fans, TikTok has officially renewed its media partnership with Major League Soccer (MLS). This renewed collaboration will enable the U.S.-based soccer league to continue sharing exclusive content on the popular social media app, enhancing fan engagement and bringing a dynamic array of soccer-related material directly to users.
The original partnership between TikTok and MLS was established back in 2023, leading to the soccer league developing a substantial following on the platform. With this renewed agreement, MLS aims to build upon its existing fan base and reach even greater heights by leveraging TikTok’s unique capabilities to connect with audiences.
As articulated by TikTok:
“TikTok has emerged as a premier platform for soccer enthusiasts, providing a wide range of engaging content, including exclusive behind-the-scenes glimpses, live match highlights, fan reactions, and innovative edits. This extension capitalizes on the success of initiatives such as last year’s groundbreaking ‘Player Spotlight: Messi,’ where TikTok, in collaboration with Apple TV and MLS, streamed a live feed of Lionel Messi during his debut MLS Cup Playoff match for Inter Miami CF.”
This partnership marked a significant milestone for TikTok, highlighting its inaugural foray into the realm of live sports coverage, which proved to be a notable success.
While the stream did not provide full match coverage, it was a dedicated Messi feed that showcased the immense popularity of soccer on the app. The live stream attracted an impressive peak of 150,000 concurrent viewers, illustrating the growing interest in the sport among TikTok users.
Indeed, TikTok reports that millions of soccer fans are actively engaging with content on the platform:
“There are 14.8 million posts using #soccer, with nearly 9 million posts in 2024 alone. The growing international presence of MLS on TikTok, with 65% of its fanbase residing outside the U.S. (according to TikTok internal data, 2024), reflects the league’s expanding global appeal and its ability to engage fans worldwide.”
As noted, the renewed MLS agreement will result in the sharing of more exclusive league content, further solidifying TikTok as a key sponsor for the league and a central hub for discussions related to MLS and its events.
While MLS still trails behind European soccer leagues in terms of popularity, the influx of European stars participating in the U.S. competition has significantly heightened interest in the league. This trend bodes well for both TikTok and MLS as they continue to cultivate a vibrant community of soccer fans.
Maya Kensington
Clara Hastings
