The NFL Partners With Social Media & Video App TikTok
To boost their digital media strategy and engage millennials, the National Football League (NFL) partnered with the social media and video app, TikTok. Per the agreement, the NFL, who is heading into their 100th season, will launch its own TikTok account which will be used to deliver content to fans around the world. The app features packaged highlights, behind the scene and sideline moments.
The partnership also includes a series of NFL-themed hashtag challenges which encourages fans to engage on the platform. The two entities will also partner on additional marketing opportunities for brands focused on various NFL content.
When launched, the NFL’s TikTok account already featured numerous videos featuring everything from funny memes to behind the scenes content to even some inspirational content.
“We’re thrilled to partner with a powerhouse in the sports industry like the NFL to bring new life and a fresh perspective to the sports entertainment experience,” stated Mayan Scharf, Global Partnerships, TikTok. “TikTok is a destination where fans can feel like they are a part of the team and we look forward to showcasing content from the NFL that is exciting, authentic and surprising to TikTok community.”
The NFL does not shy away from working with developing social platforms. It was the first sports league on Snapchat Discover and had a long history with live-streaming video on Twitter.
Twitter COO Anthony Noto, commented about the new NFL deal to Techcrunch.com in May 2017 stating, “We are very excited to offer football fans around the world even more content on Twitter from the NFL. This new multi-year collaboration will bring compelling live studio programs that discuss what’s happening in the NFL, unique behind-the-scenes live broadcasts before games, and the best NFL highlights to Twitter, alongside the real-time NFL conversation.”
The NFL believes it to be vital to find opportunities to engage with fans on an international scale. The league already distributes game highlights and recaps on Facebook. Attracting a global and multigenerational audience is critical to the growth of the league.
“Partnering with TikTok is a natural extension of our media strategy,” stated Blake Stuchin, vice president, Digital Media Business Development for the NFL. “The platform reaches a fast-growing global audience of NFL fans and future fans. The NFL programming and hashtag challenges are a perfect way to kick off the NFL’s 100th season — with fun, new content that will entertain fans and invites them to celebrate and experience their NFL fandom in a way that’s authentic to the unique experience of TikTok.”
The power of TikTok’s digital platform partnered with the massive and passionate NFL community enables the partnership to bring a fresh perspective to the global marketplace. The various marketing opportunities are endless but targeting all fans, not only the digitally savvy will prove essential to continued growth.
