![]() ![]() ![]() ![]() “We are thrilled that compelling content imagined by young and progressive creators will drive awareness to our clubs, players, matches, and major events. “The Club Creator Network with TikTok fits perfectly with MLS’ vision of creating our version of the global game,” said David Bruce, MLS’ senior vice-president of brand and integrated marketing, in a statement. The program will aim to give fans behind-the-scenes looks at their favorite teams and players in candid video content available exclusively on 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.”Ī key component of the new partnership is the Club Creator Network, which will pair TikTok creators with MLS clubs to develop custom content for the app during the on- and off-seasons. “From tifos to club rivalries, MLS fans are some of the most passionate in the game, many of whom come to TikTok to 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 Sarma, TikTok’s global head of sports and gaming, in a statement. The video-sharing app will also serve as a co-presenting sponsor of eMLS Cup, the league’s annual esports tournament. Plus, as part of the deal, TikTok will become an official partner of MLS, which means the app will receive placements in all MLS games during the season through various activations, including in-stadium branding and TikTok-MLS content broadcast on stadium screens. It aims to mobilize TikTok users to engage with MLS on the app via exclusive content, events, game highlights, in-app initiatives, stadium activations in games across the country and more. Though the length of the deal has not been made public, the new partnership will span many years. ![]()
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