The National Football League (NFL) is set to produce new content every week on the new short-form mobile video app, TikTok, as part of the league’s new multi-year partnership with the platform.
Game highlights, sideline moments and behind-the-scenes footage will all be shared live on the NFL’s TikTok page and the league will roll out several football-themed hashtag challenges that encourage people on the app to create their own themed videos using a prompt.
Those hashtag challenges will be centred on tentpole events like the draft, NFL Kickoff and the Super Bowl.
The new partnership is all part of the NFL providing content to worldwide fans ahead of the NFL’s 100th season, which kicks off on September 5.
“Partnering with TikTok is a natural extension of our media strategy,” vice president, Digital Media Business Development for the NFL, Blake Stuchin, said.
“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,” he said.
TikTok will also have a presence at Soldier Field in Chicago for the September 5 kickoff, where TikTok fans will be about to create videos and show their love for teams and players in an NFL-themed experience.
At launch, the NFL’s TikTok account already features several videos, ranging from behind-the-scenes action to highlights, to funny memes and even 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,” Global Partnerships at TikTok, Mayan Scharf, said.
“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,” he said.
While TikTok is better known for its meme-like, short-form videos featuring lip-syncing, displays of talent like dance, cosplay, comedy, art and more, the company says that sports content is also a popular category on its service.