The National Football League (NFL) recently announced that it is partnering with social media platform TikTok. They are the latest sports organization to partner with TikTok. The decision to partner with the social media platform comes as they look to attract Millenials. Like most sporting organizations the league is trying to bolster its digital media strategy and attract millennials with the partnership.
The NFL Partners with TikTok to Attract Millennials
The partnership will see the NFL launching its official TikTok account. Through the account, the league will be delivering engaging content. The content will include packaged highlights, sideline moments, and behind-the-scenes footage. All this will be aimed at its fans globally. Asides the official account, the partnership will see the two brands working together to roll out a series of NFL-themed hashtag challenges.
They have already begun to roll out these hashtag challenges. They kicked it off with the #WeReady campaign. The campaign asks fans to share their own TikTok videos on their favourite teams. The campaign ends today (5th September 2019). The NFL and TikTok partnership will also see them partnering on other various marketing opportunities for brands to activate around NFL content on TikTok.
The NFL and TikTok Speak on the Partnership
Blake Stuchin, vice president, digital media business development for the league spoke about the partnership. He talked about how the platform reaches a fast-growing global audience of the league’s fans and future fans. According to Stuchin, the leagues programming and hashtag challenges are a perfect way to kick off the 100th season. He believes that this new direction is fun and the new content will definitetly entertain fans. He also believes that the new direction also invites the fans to celebrate their NFL fandom in a way that’s authentic to the unique experience of TikTok.
Mayan Scharf, global partnerships, TikTok also spoke about the partnership. She stated that the platform is thrilled to partner with such a powerhouse in the sports industry. According to Scharf, they are excited to bring new life and a fresh perspective to the sports entertainment experience. She talked about how the platform is a destination where fans can feel like they are a part of the team. She stated that the platform is looking forward to showcasing content from the NFL that is exciting, authentic and surprising to TikTok community.