As the new NFL season kicks off, TikTok has announced an extension of its ongoing partnership with the league, via a multi-year partnership that’ll see NFL media and teams continue to post exclusive content to the app.
As per TikTok:
“TikTok has become a destination for NFL content and culture, with over 11 million combined posts for #NFL, #NFLPlayoffs, and #SuperBowl. All year-round, our global community of fans come to TikTok for an unfiltered look into the NFL world and the commentary around it. From behind-the-scenes footage with players and educational videos to highlights of yesterday’s and today's most memorable plays, the NFL has become so much more than the game itself, and it's all found on TikTok.”
Indeed, TikTok also reports that NFL-related videos generated over 5 billion views in 2023 alone.
Which has undoubtedly also been boosted by Taylor Swift’s involvement, with her attendance at boyfriend Travis Kelce’s games generating their own media cycle in themselves. That’s clearly having an impact on TikTok, which has become a key driver of cultural trends, largely driven by music, so an expanded partnership, for this reason alone, makes sense.
But multi-year? Are we sure that TikTok’s going to be available in the U.S. for that long?
Of course, the NFL has an international following, so even if TikTok does end up exiting the U.S. due to the government sell-off push, there would still be some value in this partnership. But it would be a lot less significant, and I wonder if there’s any clause in the new contract accounting for this.
Either way, the new deal will help to boost NFL discussion in the app, which could be worth noting for sports brands looking to expand their promotions.
