USA: TikTok (social network, CHN), official partner of Major League Soccer from the 2023 season

TikTok (Douyin in Asia), a Chinese social network available in more than 150 countries and 75 languages, has become an official partner of Major League Soccer from 2023 as part of a "multi-year" agreement, announced the two parties on 17/03/2023.

"As an "official partner" of MLS, TikTok will be integrated into every MLS game throughout the season through various in-stadium branding, TikTok & MLS content across stadium videoboards, and more," explained the two partners. As part of the agreement TikTok has also become the co-presenting sponsor of the eMLS Cup, the League's esports tournament, with The Coca-Cola Company (beverages, USA).

"This new partnership will connect the TikTok community to MLS through exclusive content, in-app programming, greater access to highlights, in-stadium activations, MLS' biggest events and tournaments," added the two organisations. Notably, they will launch the "Club Creator Network", a service that connects the platform's creators with MLS franchises to produce content, as well as the "MLS Hub", which will provide fans with access to league, franchise…