TikTok and MLS enter multiyear partnership to deepen the league’s presence on the app

TikTok and Main League Soccer (MLS) have announced a multiyear partnership that may deliver unique content material, in-app programming and extra to the app. Monetary phrases of the settlement weren’t disclosed.

All through the season, followers will be capable to search “MLS” on TikTok and get entry to 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 hub. The corporate can also be partnering with the MLS to offer customers with entry to MLS content material and clips to combine their favourite moments within the content material they create.

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

As an official associate of MLS, TikTok will likely be built-in into each MLS recreation all through the season by way of numerous in-stadium branding. TikTok can also be the co-presenting sponsor of eMLS Cup, the League’s esports match.

TikTok notes that soccer content material is flourishing on the platform, as views for #soccer have elevated over 500% prior to now two years, rising from 40 billion in February 2021 to over 267 billion in the present day.

The partnership comes as TikTok has been doubling down on sports activities content material for its platform. A number of weeks in the past, the corporate started testing a dedicated feed for sports content material, alongside separate feeds for trend, gaming and meals. Though TikTok’s For You feed will already present you sports activities content material should you’ve proven an curiosity in it, the brand new devoted feed places sports activities content material extra entrance and middle.

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