TikTok has introduced GamePlan, a product suite designed to help sports teams, leagues, and broadcasters convert fan engagement into business results. The platform connects fans through anchor links on videos to dedicated in-app destinations where users can discover official accounts, check schedules, buy tickets, and create content.

Product Features Target Multiple Engagement Points

GamePlan includes several tools for sports organizations. The platform provides an analytics dashboard that tracks fan behavior and trending conversations. Sports partners can access post campaigns, easter eggs, and incentive hubs designed to encourage fan-created content.

The product allows fans to add games to their calendars and purchase tickets directly through the app. Users can also view schedules and standings within the TikTok interface.

Research Shows Second-Screen Usage Among Fans

TikTok commissioned research from Ipsos in September 2025 that surveyed global sports fans. The study found 85% of fans use TikTok as a second-screen experience during live events. According to the research, 90% of users take at least one off-platform action after viewing sports content.

The study also found fans are 42% more likely to tune in to live matches after watching sports content on TikTok. Content from official accounts drives 64% of engagement, while creator content generates 63% and fan-generated content produces 60%.

DAZN Partnership Demonstrates Early Results

TikTok partnered with DAZN for the FIFA Club World Cup 2025 earlier this year. During the tournament, DAZN used GamePlan to increase its TikTok followers by nearly 200% and drove over 500,000 fans to continue their journey on DAZN’s platform, according to the company.

“Through TikTok GamePlan, we are able to connect with fans in new, dynamic ways, combining DAZN’s sports storytelling with TikTok’s innovative platform,” said Joseph Caporoso, President at Team Whistle, a DAZN Group Company. “The powerful products enabled us to reach new audiences, engage existing supporters, and drive tune in for meaningful results during the FIFA Club World Cup 2025, growing the global soccer fandom.”

“TikTok GamePlan turns passion into action, representing the next evolution in sports engagement on the platform,” added Rollo Goldstaub, TikTok’s Global Head of Sports Partnerships.

The product is now available globally to sports organizations.

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