North America’s Major League Soccer (MLS) has today announced a renewed multi-year partnership with short-form video platform TikTok.
Through the extended agreement, TikTok will continue to feature league-related exclusive content, in-app programming, and match highlights on its platform.
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The social network will also retain in-stadium branding at every MLS match, while TikTok and MLS content will feature across stadium video boards.
TikTok first partnered with MLS in 2023.
MLS and TikTok have collaborated on several initiatives, most notably last year's Player Spotlight: Messi, where TikTok, in partnership with Apple TV and the league, exclusively streamed a live feed of Argentine superstar Lionel Messi during his debut MLS Cup Playoff match for Inter Miami CF.
This marked the first time TikTok streamed an entire live soccer match with a single player focus and was the largest live viewership for a US sports league on the platform.
The pair also collaborated to launch a Club Creator Network that pairs MLS clubs with TikTok creators to collaborate on new content focusing on fan-engagement initiatives, including behind-the-scenes clips and player interactions.
TikTok has been using its in-app creation tool Library in partnership with MLS to give creator access to league content and clips that is used to integrate into their media. Fans can also use TikTok to access the MLS Hub, which houses content from MLS, clubs, and players.
Since joining the platform in 2020, MLS has amassed 4.9 million followers. The league claims 65% of its following is based outside the US.
Jen Cramer, MLS executive vice president of partnership marketing, said: "Major League Soccer’s continued partnership with TikTok supports our commitment to reaching fans with dynamic content, driving global engagement and discovery.
“This collaboration helps us engage soccer enthusiasts while also evolving how we connect with the next generation of MLS fans and new audiences.”
TikTok's relationship with MLS is one of several league-level deals for the platform, which also works with American football's NFL, ice hockey's NHL, Major League Baseball, and the Formula 1 motor racing series.
