Beyond Highlights: TikTok and NFL Deepen Partnership

TikTok and the NFL have announced a significant multiyear partnership, expanding their collaboration beyond simple highlight sharing. This agreement will integrate official NFL content, including archival footage and player-centric videos, directly onto the platform. Introduced NFL hubs will allow fans to access scores and schedules, with seamless links to live game broadcasts.

This deeper integration builds upon a partnership that began in 2019. Previous collaborations included the annual NFL TikTok Tailgate, a popular livestreamed pregame event that attracted over 2.2 million viewers in 2024. The league's content has already garnered substantial engagement, with over 5 billion views during the 2023 season.

The NFL will utilize TikTok GamePlan, connecting videos to hubs that feature standings and broadcast links, aiming to drive engagement with live games. This strategy leverages TikTok's role as a second screen, with 85 percent of sports fans on the app using it during live events. TikTok is also extending its Pro Events app to feature an NFL hub, further engaging fans through gamified experiences and opportunities for rewards.

This partnership also supports the NFL's international growth strategy. With a record nine international games scheduled for 2026 across seven countries, TikTok's regional accounts offer a sustained way to connect with a growing global fanbase.