United States: TikTok (social network, CHN) extends its partnership with MLS

The social network TikTok (owned by the Chinese group ByteDance) has extended its partnership with Major League Soccer as part of a new "multi-year" deal, announced MLS on 17/04/2025.

TikTok has been a partner of the North American football league since March 2023. "This renewed collaboration reinforces our ongoing commitment to enriching the soccer fan experience, providing fans with unparalleled access to the sport, and strengthening the connection between MLS, its players, and the global fan community," said the league.

"This extension builds on the success of initiatives like last year's groundbreaking Player Spotlight: Messi, where TikTok, in partnership with Apple TV and MLS, exclusively streamed a live feed of Lionel Messi during his debut MLS Cup Playoff match for Inter Miami CF. This marked the first time TikTok streamed an entire live soccer match with a single player focus and was the largest live viewership for a US sports league on the platform."

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