TikTok has taken another significant step in its evolution as a sports media platform, announcing the first-ever professional boxing event to be streamed exclusively on TikTok LIVE while also securing a multi-year global partnership with the NBA and WNBA to expand basketball engagement across the platform.
The twin announcements underscore TikTok’s growing ambitions beyond short-form entertainment, positioning the platform as both a destination for premium live sports and a strategic partner for major rights holders in fan acquisition.
The social media giant will exclusively broadcast the Most Valuable Promotions (MVP) boxing card headlined by Amanda Serrano and Lucrecia Manzur on August 21 from Temecula, California. The event marks the first time a major professional boxing card will be distributed entirely through TikTok LIVE, representing a landmark moment for digital-first sports broadcasting.
The six-fight card features Serrano, widely regarded as one of the most accomplished female boxers of her generation, alongside bouts involving Jahmal Harvey, Jully Poca, Roxy Verduzco, Nelvie Tiafack and Jocelyn Camarillo. The event also extends MVP’s track record of exploring innovative distribution models, having previously partnered with broadcasters including Netflix and ESPN.
Shen Gao, Head of LIVE Operations, Americas at TikTok, said, “This partnership reflects our commitment to bringing the world’s most compelling live sports moments to our global community, while giving fans new ways to discover, engage, and interact with the athletes and creators they love. We’re excited to bring the first championship boxing event to TikTok LIVE alongside MVP, spotlighting Amanda Serrano as she works toward a historic milestone.”
Beyond combat sports, TikTok has further strengthened its presence in the global sports ecosystem by signing a comprehensive partnership with the NBA and WNBA, focused on content discovery, fan engagement and live game viewership.
The agreement will see official highlights, behind-the-scenes content and creator collaborations integrated across TikTok, while introducing TikTok GamePlan, a dedicated discovery product that connects fans directly to live broadcasts through in-feed links, game schedules, official league accounts and “Where to Watch” destinations. Brands will also gain access to premium advertising inventory through TikTok Pulse Premiere, allowing campaigns to appear alongside official NBA and WNBA content.
Rollo Goldstaub, TikTok’s Global Head of Sport, said, “This partnership shows how central TikTok has become to the way fans discover and engage with basketball around the world. As the NBA and WNBA share game highlights, creators and fans can join the conversation around the biggest moments in real time, and TikTok GamePlan carries that same discovery straight through to tune-in, giving fans a direct path from the feed to the broadcast.”
The platform also shared early performance metrics demonstrating GamePlan’s commercial potential. During the 2026 NBA Finals, TikTok generated 497 million impressions through its in-app discovery experience and drove more than 426,000 referrals to live broadcasts. According to the company, users who engage with sports content on TikTok are 42 per cent more likely to watch live games.
Together, the two initiatives highlight TikTok’s accelerating investment in the sports industry, expanding its role from a social content platform to a fully integrated sports media ecosystem that combines premium live rights, creator-led storytelling, audience engagement and measurable tune-in solutions for leagues, promoters and commercial partners.
