Australian Football League (AFL) has today announced a new multi-year partnership with TikTok, the world’s fastest-growing platform, to enhance the AFL experience for TikTok’s Australian and global communities.
The partnership will accelerate the growth of the AFL and its clubs’ channels, delivering greater opportunity to create fresh content for youth and families, including behind-the-scenes content and access to some of the games’ biggest stars.
A dedicated AFLW account has been created as part of the partnership to deliver exclusive content to fans, just in time for the seventh season of the NAB AFLW competition which, for the first time in its history, will feature all 18 clubs following the inception of the four expansion teams – Sydney, Hawthorn, Essendon, and Port Adelaide.
AFL executive general manager customer and commercial, Kylie Rogers, said the popularity of TikTok makes for an exciting partnership.
“The AFL continues to grow in Australia as does Tik Tok, especially with kids and families, so we are excited to partner together and harness the potential to engage new generations of fans around the game.
“Short-form mobile video is one of the most engaging and effective formats commercially. TikTok’s power and diverse reach will allow us to deliver fresh and engaging content to our already passionate fanbase.
“Sport is a hugely popular category on the platform and with over one billion users worldwide, TikTok will allow us to grow our game locally and abroad.”
Jonathon Oake, sport business development for TikTok APAC said: “TikTok is a vibrant hub of sporting content for millions of users across Australia, and this new partnership will deliver more AFL content to the platform than ever before.
“We see enormous user appetite and growth potential for the AFL in reaching fans across the world via shortform content”.
The AFL’s TikTok account @afl is the league’s fastest growing channel attracting more than 220k followers since its launch in 2020, with followers engaging deeply with sideline moments, highlights and fan and player personalities around the league.
With the popularity of short-form video content continuing to grow, this partnership will help the AFL to bring fans even closer to their favourite sport and showcase authentic content that will surprise and delight them.
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