TikTok has signed a brand new, multi-year partnership with Main 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 varied MLS occasions and tournaments.
As per TikTok:
“As an ‘Official Associate’ of MLS, TikTok shall be built-in into each MLS sport all through the season by 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 match. We’re excited to proceed spotlighting TikTok as a spot the place the sports activities and gaming neighborhood 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 deliver extra followers to the app.
The deal may also deliver 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 in the course of 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 may also 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 may also search ‘MLS’ on TikTok and get entry to the MLS Hub, that includes the most recent content material from MLS, its Golf equipment, and gamers – multi function place. From the Hub, followers may also entry MLS’s web site with extra details about match schedules and scores.”
As it’s on all platforms, soccer content material is very well-liked on TikTok, with views on the #soccer tag growing greater than 500% over the previous two years. That, in fact, could 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 sensible for TikTok to formalize their partnership, particularly because it seems to be to additional embed itself in as some ways as it may possibly, within the hopes of avoiding a US ban.
I imply, that in all probability received’t weigh into any choice on such, however possibly, if TikTok can present that it’s a essential data channel, in a spread of how, that might assist to strengthen its case.
Both approach, extra soccer content material can solely be useful, whereas the expanded sponsorship parts will deliver much more publicity for the app.