TikTok’s looking to expand its relationship with soccer (or football if you’re in Europe) fans, via an expanded partnership with Spain’s La Liga, which will see the league share exclusive content to the app.
As explained by TikTok:
“TikTok and La Liga today announced the renewal of their strategic partnership agreement, maintaining the platform’s role as a priority partner for innovation in digital content for the competition. With this partnership, both entities continue their commitment to promote sports culture and bring the passion of Spanish soccer to a global community.”
As noted, as part of the renewed partnership, La Liga will share exclusive content to the app, including “memorable moments from competition,” behind-the-scenes moments with stars, and more.
The updated terms of the agreement will also see an expansion of the initiative to more regions.
“This means that fans in [28] countries can enjoy unique experiences including in-app hubs and hashtags, allowing users to follow the latest news, while match days will feature real-time content for an even more dynamic and exciting experience.”
I mean, presumably, if you follow La Liga or the teams in the league, you’ll be able to access this content as well, but TikTok will look to highlight dedicated hubs within related markets.
The announcement marks another expansion of TikTok’s sports coverage efforts, with the platform making soccer (football) a key focus.
TikTok already has partnerships with Serie A and MLS, with the MLS partnership even seeing TikTok broadcast live match play in the app.
TikTok first aired a similar broadcast in 2024, which ended up being the most-watched TikTok Live event of all time, at 6.5 million concurrent viewers.
And with sports discussion driving these levels of engagement in the app, along with ongoing community involvement and interaction, it makes sense for TikTok to double down on sports where it can, as it seeks to become a more valuable connective tool for more groups.
That could also bring more opportunities for ad partners, by tapping into sports engagement.
