TikTok has announced a multi-year partnership with MLS to provide in-app programming, exclusive content, and in-stadium activations.
The partnership includes the creation of a Club Creator Network that pairs content creators with various teams and integration into every MLS game throughout the season.
The partnership covers 29 clubs across the U.S. and Canada.
- TikTok's engagement with soccer content has increased significantly, with views on posts using a #soccer hashtag rising 500% from 2021 to 2023, currently at 267 billion.
- MLS has over 1.2 million followers since joining TikTok in 2020.
- The Club Creator Network gives creators behind-the-scenes access and leverages an in-app tool called Library to integrate existing clips.
- Users searching for "MLS" on TikTok will be directed to a new MLS Hub that consolidates soccer-related content, including game schedules and scores details.
