TikTok and Major League Soccer (MLS) have announced a multi-year partnership that will bring exclusive content, in-app programming, and more to the app. The finanacial terms of the contract were not disclosed.
Throughout the season, fans will be able to search for “MLS” on TikTok and gain access to the “MLS Hub,” which will feature new content from MLS clubs and players. Fans can also access the MLS website with more information on match times and scores from the hub. The company is also partnering with MLS to give users access to MLS content and clips to integrate their favorite moments into the content they create.
As part of the partnership, TikTok and MLS will launch a new Club Creators Network, where TikTok creators will pair with MLS clubs to create content during the regular season and off-season. Creators and MLS clubs will work together to share behind-the-scenes moments that can only be found on TikTok.
As an official partner of MLS, TikTok will be integrated into all MLS games throughout the season through various in-stadium brands. TikTok is also the co-presenting sponsor of the eMLS Cup, the league’s esports tournament.
TikTok notes that soccer content is flourishing on the platform, as #soccer views have increased more than 500% in the past two years, from 40 billion in February 2021 to more than 267 billion today. .
The partnership comes as TikTok has doubled down on sports content for its platform. A few weeks ago, the company began testing a dedicated feed for sports content, along with separate feeds for fashion, games, and food. While TikTok’s For You feed will already show you sports content if you’ve shown interest in it, the new dedicated feed puts sports content more front and center.