NFL, Video Platform TikTok Agree To Multiyear Partnership

The NFL and TikTok reached a multiyear deal that "includes the launch of an official NFL account" on the short-form video platform, as well as a "series of NFL-themed hashtag challenges, and other marketing opportunities for brands" around NFL content. An initial hashtag challenge, #WeReady, runs today through Thursday, encouraging fans to "show pride for their favorite NFL team while using the #WeReady hashtag." Several popular TikTok creators and NFL teams "will join the fans in the challenge" (TECHCRUNCH.com, 9/3).

TikTok also will have a presence at Thursday's Packers-Bears regular season opener at Soldier Field, where attendees "will be able to create NFL-themed TikTok videos" (THEVERGE.com, 9/3). CNBC's Kelly Evans notes TikTok was the "third-most downloaded app in the third quarter in the U.S." She adds it will be a "competitive threat" to platforms like Facebook and Instagram ("The Exchange," CNBC, 9/3).