Sports media is evolving, and today's winning plays aren't confined to the TV screen. The broadcast may be on television, but the energy, emotion, and engagement are happening on TikTok. For sports fans and marketers alike, this is where the real action is.
As fandom shifts from passive viewing to participatory video, TikTok has become a go-to destination in the modern video landscape. It brings fans closer to the sports moments they care about through real-time highlights, creator commentary, and behind-the-scenes access. It's not just a nice-to-have—it's a must-have play in your video playbook.
TikTok's role in the sports and video ecosystem
People still tune into live games, but they engage with sports culture on their phones. TikTok, a content platform where entertainment, community, and commerce converge, is built for that behavior. As video consumption becomes mobile-first, TikTok is where fans explore storylines, react to key plays, and connect with creators and communities before, during, and after the big game.
Every standout play can spark a ripple of content—analysis, reactions, creator perspectives—that keeps the conversation going well beyond the broadcast window. TikTok extends the lifecycle of these moments, keeping them discoverable and relevant as fans engage throughout the day.
If your video strategy doesn't include TikTok, you're missing a critical piece of the action.
Extending broadcast reach and impact
Advertisers are already seeing the results. During the 2024 Summer Games, TikTok reached 41% of light TV streamers and 41% of non-TV streamers multiple times per day, according to TikTok’s Blueprint for Tentpole Success report—audiences that traditional broadcast couldn't capture. In similar moments, advertisers using TikTok's Pulse Premiere saw an 8% lift in brand favorability, underscoring the power of cultural adjacency at peak attention. Pulse Premiere allows brands to place ads adjacent to content from premium publisher partners in the sports, entertainment, and lifestyle categories.
This is what media planners need to know: TV remains essential for live coverage, but TikTok delivers incremental reach that amplifies overall impact. It helps brands meet fans not just where they're watching, but where they're talking, reacting, and sharing.
Rewriting the fan playbook
TikTok isn't just for superfans; it's for anyone who participates in the culture around sports. In the US, a survey of users ages 18 and up showed that 75% of people on TikTok identify as sports fans, and 60% say they watch sports content on the platform at least once a day.
Even more telling, 55% of sports fans on TikTok identify as casual or occasional viewers. That expands the playing field and gives brands more opportunities to connect outside of traditional broadcast windows.
Beyond frequency, the community effect is tangible: a survey of TikTok users showed that 62% watch major sports events to participate in cultural conversations, 61% feel a strong sense of community with other sports fans on TikTok, and 59% say watching sports content on TikTok can be more entertaining than the game itself.
Premium video solutions for peak sports moments
TikTok's premium video solutions are designed for cultural adjacency in high-attention, brand-safe environments. Pulse Premiere puts your ad directly after videos from top sports and entertainment publishers, such as Disney, the NHL, and F-1, ideal for live highlights and real-time commentary. Pulse Core aligns your brand with top trending, brand-safe TikTok videos to capture in-feed momentum.
Looking to own the moment? TopView reaches audiences at peak attention by putting your ad in the first slot when users open the app, while Top Feed sustains visibility as conversations unfold throughout the day.
For brands looking to tap into high-impact tentpoles with turnkey support, TikTok also offers limited-time partnership packages that go beyond standard media buys. These solutions combine premium placements with activation-ready opportunities that fuel content creation and community engagement without the need for formal league or athlete sponsorships.
The result: brands can authentically participate in cultural moments and show up where attention is highest.
The winning play for sports advertisers
If you're treating TikTok as a social platform, you're missing the bigger picture—and a major part of your audience. TikTok is a video platform where fans engage with sports content that's timely, cultural, and community-driven. It delivers incremental reach by capturing audiences you won't find duplicated on traditional or streaming platforms. And it doesn't compete with your TV or online video strategy; it completes it, unlocking new levels of attention and engagement.
For advertisers, that means showing up where the excitement lives, extending the impact of their media plan, and turning cultural relevance into real results. TikTok isn't just part of the conversation—it's where the conversation happens.