Last week, TikTok was named the Global Sponsor of the upcoming Union of European Football Associations (UEFA) Euro 2020 tournament. It would appear that the social media platform is looking to add to its list of sports partnerships.
TikTok Gets More Involved With Sports
The Ultimate Fighting Championship (UFC) has announced a multi-year partnership with video-sharing app TikTok, which calls for the mixed martial arts promotion to livestream content—some exclusive—to the platform.
With this collaboration, UFC will program new weekly shows on TikTok. It will feature live looks at weigh-ins, press conferences, athlete interviews, arena tours, fighters’ training segments, and more. Each show will aim to promote the next upcoming UFC live event.
This isn’t the first time TikTok has partnered with a sports entity, but UFC says this is the first partnership where TikTok had to “engage a dedicated, full-time resource who will be focused on producing original live and video on demand (VOD) content.”
When Deadline asked to clarify that statement, a representative said that the partnership will add one more employee to the TikTok staff to fill the dedicated position.
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“This collaboration [with TikTok] is a great way to drive awareness to our tent pole live events while delivering compelling content to our fans, 24/7,” said David Shaw, UFC Senior Vice President of International and Content.
Watch UFC Content on TikTok
UFC’s TikTok content can be found on its global channels, including @UFC, @UFCRussia, @UFCBrasil, and @UFCEurope. These channels currently have a combined following of over seven million TikTok users, ranking third among all sports leagues on TikTok.