TikTok has solidified its media role as a hub for NFL content, boasting over 11 million posts under hashtags like #NFL, #NFLPlayoffs, and #SuperBowl, and accumulating 5 billion views during the 2023 season.
Since launching its official account in 2019, the NFL has expanded its TikTok presence through regional accounts to engage a growing global audience.
These accounts have deepened fans’ connection with the sport by providing unfiltered, behind-the-scenes glimpses into the league’s culture and on-field action. In 2023, TikTok and the NFL renewed their multiyear partnership to further enrich the football fan experience. This extension emphasises creating more long-form content to immerse fans and foster deeper engagement.
images courtesy of TikTok
Brent Lawton, Vice President of Business Development & Strategic Investments at the NFL, highlights how TikTok strengthens the bond between the league and its fans, offering a fresh and authentic platform for interaction.
“TikTok offers a unique platform to showcase the culture, energy, and passion that make the NFL special,”
TikTok’s Global Head of Sports Partnerships, Rollo Goldstaub, added that the platform offers fans worldwide an intimate look at their favorite teams, and the expanded partnership will continue to enhance the fan experience globally. “Since beginning our partnership in 2019, the NFL has leaned into TikTok, offering the global sports community an authentic, behind-the-scenes look at their favorite teams,”
Both organisations see TikTok as a tool for bringing the energy and culture of the NFL to fans in an engaging and innovative way.
In a separate multiyear partnership, TikTok has also teamed up with Monumental Sports & Entertainment (MSE) to become the official partner of the NHL’s Washington Capitals. This collaboration includes the debut of the TikTok logo on the Capitals’ road jerseys beginning in the 2024-25 season, along with in-arena branding and special programming for fans. Beyond the Capitals, the partnership spans other MSE teams, including the NBA’s Washington Wizards, WNBA’s Washington Mystics, NBA G-League’s Capital City Go-Go, and the NBA2K’s Wizards District Gaming.
Why is this important?
With this additional sports media partnership, alongside the NFL deal, TikTok is heavily investing in expanding its presence in the sports industry, not only supporting traditional teams but also embracing esports through Wizards District Gaming. By integrating with MSE, TikTok is further solidifying its gateway role in connecting sports fans with their favorite teams across multiple leagues, reinforcing its position as a go-to platform for sports content and fan engagement.