Premier League side Leeds United has announced their partnership deal with the video-sharing focused social networking service TikTok.
With this deal, Leeds United becomes the first-ever football club in the world that will sell official merchandise on TikTok.
Leeds will also be able to sell their jerseys and merchandise directly on TikTok through the shopping section that will be added to Leeds United’s profile.
Aaron Duckmanton, Leeds’ global head of digital said “We’ve seen huge engagement on TikTok since we launched on the platform, by integrating our retail products with TikTok, we hope to not only attract new audiences for Leeds United but also provide a seamless shopping experience for fans on the platform.”
The global e-commerce deal was made possible after TikTok signed a partnership deal with the e-commerce company Shopify through which TikTok was able to add the shopping section on its app.
The deal will help Leeds United maximize fan engagement through this partnership and enhance their global outreach considering the popularity of TikTok.
TikTok’s head of marketing for the EMEA region, James Rothwell, said, “If you cut our product down the middle, we are selling culture and community, and to do that effectively in Europe, we have to be relevant in football. Football is the lifeblood of European culture.”
Leeds United stands in 15th place in the Premier League table with two points in three games. The club will be looking to get things back on track as they face a tough battle against Liverpool on Sunday at their home ground.