TikTok and MLS enter multi-year partnership to deepen league’s presence in the app

TikTok and Main League Soccer (MLS) announced A multi-year partnership to convey app-specific content material, in-app programming and extra. Monetary phrases of the deal weren’t disclosed.

All through the season, followers will have the ability to seek for “MLS” on TikTok and entry the “MLS Hub”, which can characteristic new content material from MLS golf equipment and gamers. Followers may also entry MLS’s web site with extra details about match schedules and scores from the middle. The corporate can be partnering with MLS to supply entry to clips for customers to combine MLS content material and their favourite moments into their creations.

As a part of the partnership, TikTok and MLS will launch a brand new Membership Creator Community, the place TikTok creators will likely be matched with MLS golf equipment to create common season and low season content material. Creators and MLS golf equipment will work collectively to share behind-the-scenes moments that may solely be discovered on TikTok.

TikTok, the official accomplice of MLS, will likely be built-in into each MLS recreation all through the season via numerous in-stadium branding. TikTok can be the co-host of the eMLS Cup, the League’s esports match.

TikTok states that soccer content material has thrived on the platform as a result of #soccer views have elevated by over 500% within the final two years, from 40 billion in February 2021 to over 267 billion immediately.

The partnership comes as TikTok doubles down on sports activities content material for its platform. Just a few weeks in the past, the corporate started testing separate feeds for trend, gaming, and meals, together with a particular feed for sports activities content material. Whereas TikTok’s For You stream will already present you sports activities content material in case you’re , the brand new personal feed places sports activities content material extra entrance and middle.