Major League Soccer labels TikTok as official partner

The deal will give the platform access to league-related exclusive material, in-app content, and match highlights.

The short-form video platform, TikTok has announced a new multi-year agreement with Major League Soccer (MLS). As part of the deal, the brand has been named the official partner of the league.

The deal will give the platform access to league-related exclusive material, in-app content, and match highlights.

Every MLS game will have TikTok branding inside the stadium. The television boards at stadiums will also display TikTok and MLS programming. Recently, TikTok was added as a co-presenting sponsor of the eMLS Cup, the league’s esports competition.

The entities will also introduce a brand-new Club Creator Network, which will match MLS teams with TikTok creators to work together on the creation of fresh content that will be centred on fan-targeted projects including behind-the-scenes peeks and player interactions.

In addition, TikTok will collaborate with MLS through its in-app production tool Library to provide producers access to clips and content from the league, giving them a variety of materials to incorporate into their own media. Fans may also access the MLS Hub on TikTok, which offers material from the league, its clubs, and its players.

With a collaboration with TikTok celebrity and former college football player Noah Beck in 2020, the Major League Soccer’s association with the well-known social media app took off. Since then, TikTok has noted that views for “#soccer” had grown by more than 500% in the last two years, from 40 billion in February 2021 to over 267 billion now. 1.2 million followers and more than 256 million video views have been accumulated by the MLS since they joined the platform in 2020.

Harish Sarma, Global Head of Sports and Gaming, TikTok, said, “From tifos to club rivalries, MLS fans are some of the most passionate in the game, many of whom come to TikTok react to their favorite moments across the league, build community with other fans, and connect with the passion and authenticity of the soccer world.”

David Bruce, MLS Senior Vice-President, Brand and Integrated Marketing, commented, “Our new partnership with TikTok continues to build innovative, ambitious, and powerful programs with the world’s most forward-thinking brands in order to bring fans closer to the game. The Club Creator Network with TikTok fits perfectly with MLS’ vision of creating our version of the global game. We are thrilled that compelling content imagined by young and progressive creators will drive awareness to our clubs, players, matches, and major events.”

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