TikTok and Major League Soccer (MLS) announced the renewal of their strategic partnership through an extended multi-year agreement. The collaboration aims to strengthen connections between the league, players, and global fans through digital content and experiences.

The partnership, initially launched in 2023, established TikTok as a primary platform for soccer content, offering behind-the-scenes footage, match highlights, and fan reactions. 

A milestone from the previous agreement includes last year’s “Player Spotlight: Messi” initiative, where TikTok partnered with Apple TV and MLS to stream a live feed focusing exclusively on Lionel Messi during his debut MLS Cup Playoff match with Inter Miami CF. This broadcast marked the largest live viewership for a U.S. sports league on the platform.

Growing Digital Engagement

According to the announcement, soccer content continues to gain traction on TikTok with 14.8 million posts using #soccer, nearly 9 million of which were created in 2024 alone, per TikTok’s internal data. MLS reports 65% of its TikTok fanbase resides outside the United States, reflecting the league’s expanding global appeal.

“MLS has one of the most passionate and engaged fan bases in the world,” stated Rollo Goldstaub, Head of Sports Partnerships at TikTok. “We look forward to offering even more unique and exciting opportunities for fans to connect in ways that only TikTok can offer.”

Part of Broader Sports Strategy

The MLS deal extends TikTok’s growing portfolio of sports partnerships. In September 2024, the platform expanded its NFL collaboration, which has generated over 5 billion views during the 2023 season alone. Also that month, TikTok announced a multi-year partnership with Monumental Sports & Entertainment, becoming an official partner of the NHL’s Washington Capitals through the 2026-27 season.

Content Strategy Insights

TikTok’s recent research indicates 73% of users enjoy crossover content blending sports with other industries such as gaming, food, and fashion. The platform recommends several tools for brands to optimize sports content strategies, including the TikTok Creative Centre for researching trending hashtags and the Creator Marketplace for influencer collaborations.

“This collaboration helps us engage soccer enthusiasts while also evolving how we connect with the next generation of MLS fans and new audiences,” stated Jen Cramer, EVP of Partnership Marketing at MLS.