TikTok and the NFL have renewed their multi-year partnership, extending a relationship that began in 2019 and expanding the league’s efforts to reach fans, teams and advertisers through the short-form video platform.
NFL content published on TikTok grew by 32% over the past year, according to the report. Under the renewed agreement, the league and its franchises will introduce additional content and advertising opportunities throughout the season.
A key part of the expansion will be TikTok GamePlan, which will bring together the wider NFL ecosystem and other interactive experiences within the platform. The initiative is designed to help the league, its teams and broadcasters reach TikTok’s global audience, increase content discovery, deepen fan engagement and encourage viewers to tune in to NFL programming.
The partnership will also expand TikTok Pulse Premiere beyond the NFL’s official account. The advertising product will now be available to NFL franchises, allowing brands to place advertisements alongside premium content published by team accounts.
Meanwhile, TikTok Pro Events is set to expand its NFL presence with the introduction of a dedicated fan hub in the coming weeks. Official NFL accounts in the United States and international markets will also increase their output of game highlights, archive footage and year-round storytelling.
The renewed agreement underlines the growing importance of TikTok in the sports media ecosystem. For the NFL, the platform has become more than a distribution channel, offering a route to younger audiences while creating additional commercial inventory for teams, sponsors and advertisers.