TikTok makes a big play for NFL fans

TikTok and the NFL have forged a multiyear partnership to bring more NFL content to the video-sharing platform. This collaboration, announced just days before the 2026 NFL season kicks off, includes highlights, archival footage, player-focused videos, and more official content tailored for TikTok users. A key component of the deal is the creation of NFL hubs on the platform, where fans can access scores, schedules, and links to live game broadcasts.

TikTok's interest in the NFL is evident in the growing popularity of NFL-related content on the platform. Posts using the #NFL hashtag saw a more than 32 percent increase between August 2025 and August 2026. The league's main @NFL account boasts over 20 million followers, while eight international accounts cater to fans in markets such as Canada, Mexico, Brazil, Germany, France, Australia, and the UK and Ireland.

This partnership marks a significant evolution from TikTok's initial 2019 collaboration with the NFL, which involved sharing highlights, sideline footage, behind-the-scenes content, and hashtag challenges. The two companies have since staged the annual NFL TikTok Tailgate, a livestreamed pregame event that has drawn 2.2 million live viewers in its most recent edition.

The NFL's decision to partner with TikTok stems from the platform's strong presence among sports fans. According to TikTok, 85 percent of sports fans on the platform use it as a second screen during live events, and 42 percent are more likely to watch a live match after seeing related content. Additionally, TikTok's Pro Events app, which was launched during the 2026 FIFA World Cup, offers fans rewards for engaging with tournament content and completing tasks.

TikTok's expanded partnership with the NFL is set to grow even more extensive, with the introduction of a dedicated NFL hub within TikTok's Pro Events app in the coming weeks. In addition, brands will have more opportunities to advertise through TikTok's Pulse Premiere program, which allows them to place ads directly after videos from participating NFL teams.

For the NFL, this partnership goes beyond simply putting highlights on social media. It represents an opportunity to engage with fans year-round, through game-day highlights, daily trends, and player personalities. TikTok's Global Head of Sport, Rollo Goldstaub, emphasized the potential of this collaboration in the announcement.