TikTok and the NFL have unveiled an expanded multiyear partnership designed to capitalize on fans who simultaneously watch games and scroll the social platform. The deal, announced just before the 2026 NFL season kicks off, will feature game highlights, archival content, player-centric videos, and dedicated NFL hubs displaying scores and schedules with direct links to broadcasts.
The collaboration represents the culmination of years of joint efforts. The organizations first partnered in 2019, launching the league’s official account with behind-the-scenes footage and creative campaigns. Since then, they have developed the annual NFL TikTok Tailgate Super Bowl pregame event, which drew 2.2 million live viewers in 2024, and accumulated over 5 billion video views during the 2023 season. The main NFL account now boasts more than 20 million followers, with eight additional international accounts serving markets worldwide.
TikTok’s strategy differs from competitor YouTube, which secured exclusive broadcasting rights to NFL Sunday Ticket and replaced TikTok as the Super Bowl Tailgate sponsor. Rather than competing for live game distribution, TikTok is positioning itself as a complementary platform. New features include GamePlan, which integrates NFL content with hubs, schedules, and broadcast access, and an upcoming Pro Events app hub. Research indicates 85 percent of TikTok sports fans use the platform as a second screen during live events, suggesting the partnership could effectively drive engagement and viewership.
The expansion also benefits advertisers through expanded placement opportunities and supports the NFL’s international growth strategy, with the league hosting a record nine international games across seven countries in 2026.
Originally reported by Mashable →
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