TikTok and Major League Soccer (MLS) have announced a multi-year partnership that will bring exclusive content, in-app programming and more to the app. Financial terms of the deal were not disclosed.
During the season, fans can search for “MLS” on TikTok and access the “MLS Hub” featuring new content from MLS clubs and players. Fans can also visit his website on MLS to get more information on match schedules and scores from the hub. The company also partners with his MLS to give users access to MLS content and clips, integrating their favorite moments into the content they create.
As part of the partnership, TikTok and MLS will launch a new Club Creator Network. The network pairs TikTok creators with MLS clubs to create content during the regular and off-season. Creators and MLS clubs have teamed up to share behind-the-scenes moments only found on TikTok.
As an official partner of MLS, TikTok will be integrated into all MLS games throughout the season through various in-stadium branding. TikTok is also a co-sponsor of the league’s esports tournament, the eMLS Cup.
TikTok sees football content flourish on the platform as #soccer views have increased by over 500% in the past two years, from 40 billion in February 2021 to over 267 billion today points out.
The partnership comes as TikTok has been doubling down on sports content on its platform. A few weeks ago, the company began testing feeds dedicated to sports content, as well as separate feeds for fashion, games and food. TikTok’s For You feed already shows sports content that interests you, but the new dedicated feed will bring sports content to the forefront.
