TikTok Expands NFL Partnership With New Fan and Content Features

TikTok has signed a new multi-year agreement with the National Football League (NFL), expanding the amount of league content available on the platform and introducing new features designed to encourage year-round fan engagement.

The expanded partnership will see TikTok introduce new NFL game day hubs through its GamePlan sports partnership offering. The hubs are intended to give fans a dedicated place to discover NFL content, follow trends and participate in activities linked to the league.

TikTok will also carry more game highlights and archival footage, alongside content designed to maintain interest in the NFL outside of match days. The approach reflects the platform’s broader push to position sports content as an ongoing part of its user experience rather than something limited to live games.

The agreement also includes opportunities for advertisers through TikTok’s Pulse Premiere product, allowing brands to associate campaigns with NFL-related content and trends.

TikTok said posts using the #NFL hashtag increased by more than 32% over the past year, indicating continued interest in the league among its users. The platform has also previously reported that 59% of its users consider watching sports content on TikTok more entertaining than watching games themselves.