TikTok has announced an expanded, multi-year partnership with the NFL, deepening the football league’s footprint on the platform and introducing fresh ways for fans to engage with game content throughout the year.
New Game Day Hubs and Storytelling
As part of the agreement, TikTok will roll out new NFL game day hubs built on its GamePlan sports partnership program, which gives leagues a dedicated space to build their in-app presence. According to TikTok, the hubs will let fans discover trending content, take part in fan-based tasks to unlock exclusive perks, and connect around key moments in the season. The platform will also increase its output of game highlights and archival footage, aiming to support what it describes as year-round storytelling from the league and individual teams.
Advertising Opportunities and Fan Data
Alongside the content expansion, TikTok will give brands new ways to tap into NFL-related trends through its Pulse Premiere advertising offering. The company points to strong existing engagement as a reason for the expanded deal: posts using the #NFL hashtag rose by more than 32% over the past year. TikTok has also previously reported that a majority of its users, 59%, find watching sports content on the app more entertaining than watching the live games themselves.
The renewed partnership underscores how sports leagues are increasingly investing in short-form video platforms to reach younger, mobile-first audiences and diversify how fans experience the game beyond traditional broadcasts. For the NFL, the deal offers another avenue to keep fans engaged between games, while TikTok strengthens its position as a hub for sports culture and fandom.