TikTok has signed a brand new, multi-year partnership with Main League Soccer (MLS), which can see MLS share unique content material and in-app programming, whereas additionally incorporating in-stadium activations and TikTok sponsorship of varied MLS occasions and tournaments.

As per TikTok:

“As an ‘Official Accomplice’ of MLS, TikTok shall be built-in into each MLS sport all through the season via numerous in-stadium branding, TikTok & MLS content material throughout stadium videoboards, and extra. TikTok can be the co-presenting sponsor of eMLS Cup, the League’s esports match. We’re excited to proceed spotlighting TikTok as a spot the place the sports activities and gaming group intersect, whereas offering high quality leisure for all.”

The partnership will present one other means for TikTok to additional combine itself with main sporting leagues, which may assist to convey extra followers to the app.

The deal may even convey new alternatives for creators:

“Over the course of the partnership, TikTok and MLS will launch a brand new Membership Creator Community, the place TikTok creators shall be paired with MLS Golf equipment to create thrilling content material throughout the common season and low season. Creators and MLS Golf equipment will work collectively to boost the fan expertise by providing distinctive entry to their favourite MLS gamers and behind-the-scenes moments that may solely be discovered on TikTok.”

The brand new settlement may even present TikTok customers with entry to MLS content material and clips, which can present extra methods for TikTok customers to create their very own MLS spotlight movies and integrations, serving to to additional promote the league.

“All through the season, followers also can search ‘MLS’ on TikTok and get entry to the MLS Hub, that includes the most recent content material from MLS, its Golf equipment, and gamers – multi function place. From the Hub, followers also can entry MLS’s web site with extra details about match schedules and scores.”

As it’s on all platforms, soccer content material is very widespread on TikTok, with views on the #soccer tag growing greater than 500% over the previous two years. That, in fact, can be considerably influenced by the World Cup, and broader engagement with that occasion – besides, there’s a rising legion of soccer followers within the app, who shall be eager to eat extra content material.

Certainly, the @mls TikTok account now has over 1.2 million followers.

As such, it is smart for TikTok to formalize their partnership, particularly because it appears to additional embed itself in as some ways as it may, within the hopes of avoiding a US ban.  

I imply, that in all probability gained’t weigh into any resolution on such, however possibly, if TikTok can present that it’s a crucial info channel, in a variety of the way, that would assist to strengthen its case.

Both means, extra soccer content material can solely be useful, whereas the expanded sponsorship components will convey much more publicity for the app.