The ASEAN (Association of Southeast Asian Nations) Football Federation (AFF) has unveiled a partnership with the short-form video hosting service, TikTok.
Following this development, TikTok has become the official supporter of the AFF Mitsubishi Electric Cup 2022. This newly signed deal has been brokered by SPORTIVE, which is AFF’s exclusive commercial rights partner.
After teaming up with the competition in the 2020 edition, this is TikTok’s first association as an official supporter of the regional football competition. More than 30 sports creators will be given access to players, coaches and matches throughout the tournament and will provide non-match coverage on the short-video platform and their own handles. The two parties involved aim to enhance visibility among sports enthusiasts through this partnership. In-app placements will be installed by TikTok such as feed widgets and a competition-focused search hub for fans to easily navigate their desired content from the tournament.
Angga Anugrah Putra, General Manager Operations and Marketing, TikTok Southeast Asia, said, “As one of the most prestigious tournaments within the ASEAN region, we are delighted to continue our support for the AFF Mitsubishi Electric Cup in an expanded way, as an Official Supporter this year. TikTok continues to be a home for sports players and enthusiasts alike, where our community can unite over key sporting moments.”
Malcolm Thorpe, Managing Director, Southeast Asia at SPORTFIVE, said, “We are delighted to have TikTok on board as an Official Supporter of the AFF Mitsubishi Electric Cup 2022. The AFF Mitsubishi Electric Cup is the crown jewel tournament of ASEAN football and to have partners like TikTok on this journey with us will help further grow our connection with the fans across the region. Our collaboration with TikTok during the last edition strongly demonstrated the popularity of the platform among our digitally savvy fans and it is exciting to develop and deepen this engagement this year.”