TikTok has renewed its media partnership with MLS (Major League Soccer) and that might be the biggest sign the app intends to stay in the US.
The partnership, originally signed back in 2023, will continue to see MLS continue to share exclusive content on TikTok. Since it started, the partnership has allowed the US soccer league to build a strong following on the app with almost 5 million followers.
And Messi has had nothing to do with that (or did it?)
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“TikTok has become a go-to platform for soccer fans, offering everything from behind-the-scenes content to live match highlights, fan reactions, and creative edits. This extension builds on the success of initiatives like last year’s groundbreaking ’Player Spotlight: Messi,’ where TikTok, in partnership with Apple TV and MLS, exclusively streamed a live feed of Lionel Messi during his debut MLS Cup Playoff match for Inter Miami CF.”
It wasn’t full match coverage, the camera was focused on Messi at all times, in what seem to be the weirdest coverage of live sports ever. Yet, it brought over 150,000 concurrent viewers on the app, helping TikTok establish itself as the social destination for lovers of the sport.
“There are 14.8 million posts using #soccer, with nearly 9 million posts in 2024 alone. MLS’ growing international presence on TikTok, with 65% of its fanbase outside the US (TikTok internal data, 2024) reflects the league’s global appeal and engagement with fans around the world.”
As noted, the renewed MLS deal will see more exclusive league content shared to the app, while it will also help to solidify TikTok as a key league sponsor, and home for MLS discussion.