The NFL and social video platform TikTok declared a multi-year partnership to bring NFL content to worldwide followers, ahead of the NFL’s 100th season kickoff on September 5. The collaboration consists of the launch of an official NFL account on the video platform, in addition to a series of NFL-themed hashtag challenges and different advertising and marketing opportunities for brands around the NFL content.
The first hashtag challenge, #WeReady, begins today and runs till Thursday. It encourages fans to take pride for their favorite NFL team while using the #WeReady hashtag. Many popular TikTok creators and NFL clubs will connect the fans in the hashtag challenge.
TikTok will also be present at Soldier Field in Chicago for the September 5 opening, where TikTok followers will be about to create movies and show their love for groups and players in an NFL-themed experience.
At launch, the NFL’s TikTok account already features multiple videos, ranging from behind-the-scenes action to highlights, to humorous memes and even inspirational content.
While TikTok is better recognized for its meme-like, short-form video clips featuring lip-syncing, displays of talent like dance, cosplay, comedy, art and more, the corporate says that sports content can be a popular subject on its service.
The NFL, in the meantime, isn’t opposed to jumping on early with growing platforms — whether that’s a live-streaming video on Twitter, being the first sports league on Snapchat Discover or releasing an Alexa voice app, for example.
Also, the NFL looks for openings that give it the ability to reach international followers, like when it spread game highlights and recaps on Facebook. That is of particular significance at a time when ratings have turned into more of a concern for the sports league.