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TikTok extends Major League Soccer partnership as sports interest climbs

Article by Marisa Jones  |  Apr 18, 2025
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TikTok extends Major League Soccer partnership as sports interest climbs
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Sports
Digital Advertising
Social Media Marketing
United States

The news: TikTok has renewed its content partnership with Major League Soccer (MLS) in a mutli-year agreement that will see the latter continue sharing exclusive content on the app, per a company announcement.

  • There are currently 14.8 million posts using #soccer on TikTok, with nearly 9 million of these posted in 2024 alone, per TikTok. Internal data suggests that MLS has a growing international presence on TikTok, with 65% of its fanbase outside the US.
  • The partnership “supports our commitment to reaching fans with dynamic content, driving global engagement and discovery,” per MLS executive vice president of partnership marketing Jen Cramer.

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