Bundesliga: 50 million views and 4 million likes on TikTok account launched on 27/01/2021

"It is our overarching aim to be in touch with those interested in football and fans of all age groups. On TikTok, we primarily meet younger target groups who, as 'video-centrics', expect a contemporary digital presence from the Bundesliga. Following the launch (27/01/2021), we are happy in the light of more than 50 million video views and over 4 million likes," said Andreas Heyden, CEO of DFL Digital Sports, a subsidiary of Deutsche Fußball Liga GmbH (DFL) in charge of the production and distribution of the German league's digital content, on 11/03/2021.

"There are more than 12 million active TikTok users each month in Germany alone, who have been able to view the content optimised for mobile phones via the account @bundesliga since late January. By taking this step, the DFL is meeting an ever-increasing demand from platform users with an interest in football. Before the launch, the hashtags #Fußball and #Bundesliga alone had already generated over 900 million views each on TikTok," explained the German league, which offers a number of challenges on the video-sharing platform…