TikTok Renews La Liga Partnership
La Liga has officially renewed its partnership with TikTok, focusing on exclusive content for the platform. News feeds between games and live match highlights will be combined into in-app hubs for club followers, positioning TikTok as a central source for fans to stay updated on their favourite teams.
TikTok is no stranger to sports partnerships, having previously worked with Serie A and MLS. Its MLS partnership included a live game broadcast that drew a record 6.5 million simultaneous viewers, the highest in the platform’s livestream history. Such collaborations tend to drive high engagement, as sports fans often use the app to discuss matches and share content. Through exclusive rights and fan hubs, TikTok aims to increase user activity and strengthen the association between football and the platform. The agreement is also set to expand to other regions, extending its reach beyond Spain.
This follows a broader trend of social platforms acquiring sports streaming rights, seen with YouTube and the NFL, and Facebook with the Premier League. It suggests a shift toward online platforms competing for rights in a way similar to streaming services in film and television, increasing competition in sports broadcasting.
By centralizing fans of specific leagues, clubs, or sports genres within dedicated hubs, TikTok also opens new opportunities for advertisers. Brands looking to reach football fans can now deliver campaigns more precisely at the platform level, leveraging engagement around content and conversations.
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