TikTok to sponsor latter stages of Copa do Brasil
TikTok, the Chinese video-sharing platform, has been named as a sponsor for the remainder of this season's Copa do Brasil, Brazilian soccer's domestic cup competition.
As part of the agreement, TikTok users will have access to exclusive content on the official account of the competition, while the social network will have branding at all stadiums.
In addition, from today, TikTok will also offer ‘GoLive’, a second screen programme.
The deal was brokered by Klefer, the marketing agency responsible for the Copa do Brasil.
All clubs in the competition already have their own profiles on the platform.
Gustavo Andrade, marketing manager at Klefer, said: "We have worked hard over the past five years to position the Copa do Brasil as a complete sponsorship platform, far beyond field visibility, and this partnership with TikTok comes to validate all this effort. It is a partnership model that adds value to the entire football market."
In January, Continental, the international tyre manufacturer, renewed its title sponsorship of the cup competition, marking the fifth straight year of involvement.
The Copa do Brasil is currently at the fourth round stage with the first leg of each tie taking place today and tomorrow.
The competition began in February but was disrupted at the end of the second round by the coronavirus pandemic, and resumed with the third round last month.