It is the age of social media. Social media has influenced many fields, including sports. Soccer is no exception to it, as over the years, views for soccer content on social media have grown exponentially. Taking advantage of the tremendous views for soccer content, TikTok is prepared to tap into the market and recently announced a multi-year deal with MLS.

The move came in the wake of billions of views for soccer content. Recently, TikTok started dedicated feeds for the sport, and the deal with MLS looks like a crucial step in growing the viewers and tapping the US market amid reports of a ban on the platform in the country. 

MLS and TikTok multi-year deal

TikTok announced on Friday the multi-year deal with Major League Soccer. There are no reports of the economic side of the arrangement. The partnership will bring exclusive content from the league to the social media platform. TikTok, which is a co-sponsor of the MLS Cup, will be integrated into every game through various branding activities in the stadium. 

TikTok is all set to launch a new Club Creator Network. As a part of the network, the social media platform will pair the creators with every MLS club. They will create content during the season as well as off-season. The content will be exclusively seen on TikTok and will include behind-the-scenes from the games along with highlights. 

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The users will get access to the MLS Hub. It will contain the new content from the clubs and the players created by the TikTok creators. They are also working on giving access to users to exclusive content on the Major League Soccer on the platform. It will allow the users to create their own content using the original content they like. 

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It will be interesting to see how MLS fans welcome the move. Fans will also hope to know the exact economy involved in the multi-year deal. 

TikTok is thrilled to partner with Major League Soccer

“From tifos to club rivalries, MLS fans are some of the most passionate in the game, many of whom come to TikTok react to their favorite moments across the league, build community with other fans, and connect with the passion and authenticity of the soccer world,” said Harish Sharma, Global Head of Sports & Gaming at TikTok. 

“We’re thrilled to be partnering with MLS to take soccer content to the next level, all while giving our community exclusive access to the game they love so much.”

Soccer content has flourished on TikTok. As per the social media platform, there has been a 500% increase in views over TikTok since February 2021. It increased the views from 40 billion to over 267 billion on TikTok. TikTok has already partnered with UEFA Euros and the Confederation of African Football.

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Let us know your thoughts on the new deal between the MLS and TikTok.