As the new NFL season begins, TikTok has announced an extension of its existing partnership with the league through a multi-year agreement that will allow NFL media and teams to continue sharing exclusive content on the platform.

According to TikTok:

“TikTok has become a hub for NFL content and culture, boasting over 11 million combined posts for #NFL, #NFLPlayoffs, and #SuperBowl. Our global community of fans engages with TikTok for an unfiltered glimpse into the NFL world and the conversations surrounding it. From behind-the-scenes clips with players and educational content to highlights of both historic and recent memorable plays, the NFL has evolved into something much more than just a game, all of which can be found on TikTok.”

TikTok also reports that NFL-related videos garnered over 5 billion views in 2023, a number likely boosted by Taylor Swift’s presence at games featuring her boyfriend, Travis Kelce, which has created a media frenzy of its own. This cultural impact makes the expanded partnership particularly sensible, given TikTok's role in shaping trends, primarily through music.

However, a multi-year agreement raises questions about TikTok's long-term availability in the U.S. market.

While the NFL does have a global fan base, making the partnership valuable even if TikTok were to exit the U.S. due to government sell-off pressures, the significance would undoubtedly diminish. It’s worth considering whether the new contract includes any provisions for this possibility.

Regardless, the new deal is set to enhance NFL discussions on the app, which could be noteworthy for sports brands aiming to broaden their promotional efforts.