This seems somewhat ironic, given that the app is also battling against a government sell-off bill, which effectively originated from Washington.
But today, TikTok has announced a new partnership with Monumental Sports & Entertainment (MSE), which will see the app become an official branding partner of the NHL’s Washington Capitals, while also implementing new promotional pushes across other Washington-based sports teams.
@capitals Celebrating our sport and telling our story like never before. We’re excited to welcome @TikTok ♬ original sound - Washington Capitals
As per TikTok:
"TikTok and Monumental Sports & Entertainment (MSE) announced today a multiyear partnership that will see TikTok as an official partner of the NHL’s Washington Capitals. In addition, the partnership includes the Capitals road jersey, the entitlement of the Capitals 50th Anniversary Celebration, in-arena branding and unique programming elements specific to the Capitals, NBA’s Washington Wizards, WNBA’s Washington Mystics, NBA G-League’s Capital City Go-Go and NBA2K’s Wizards District Gaming."
The Capitals' 50th anniversary events will incorporate various TikTok activations, which will make it the home of Washington sports fans across several leagues.
The partnership extends TikTok's push into sports, which also includes its recently expanded NFL deal. Which is also a multi-year agreement, which seems slightly optimistic, given that the app could be removed from the U.S. from next year.
But with sports rising in popularity in the app, it makes sense for TikTok to branch into new areas of sports content, while enhancing its connection to fans in Washington, many of whom work for the government, could play an additional role in softening opposition to the app.
Maybe. Probably not. But either way, it's another way for TikTok to strengthen its connection with U.S. audiences, and drive more engagement from sports content.
