TikTok joins African Football Fans across the world with CAF partnership
TikTok, the popular short-form video app, is expanding its reach into the sporting world, and a collaboration with the Confederation of African Football (CAF), Africa’s soccer governing body, is a big step toward that goal. This one-year agreement is a first-of-its-kind partnership that will offer unparalleled football content to fans across the continent and around the world.
This is undoubtedly a watershed moment for TikTok as it is the company’s first major brand relationship in Africa, and it supports football, the continent’s most popular sport. As part of a year-long engagement, TikTok will support the upcoming Africa Cup of Nations, which begins this week in Cameroon.
This new agreement will include the CAF Champions League as well as the CAF Women’s Africa Cup of Nations. TikTok will deliver pre-and post-match videos, as well as highlights and soccer-related challenges, from the events. Fans will also be able to communicate with their favourite African athletes.
TikTok is opening doors
TikTok will give its users additional ways to produce and participate in African football. This includes unique in-app effects, a tournament centre, and fascinating tools and filters for the football community. This agreement comes as TikTok makes its position as the ideal platform for football fandom.
Football content is in high demand in Africa. CAF, in conjunction with TikTok, can now develop and encourage the online community to engage and create the type of content that will propel both businesses into new markets. This is also an opportunity to re-connect African football lovers from all over the world online. This opportunity will kick off with the highly anticipated TotalEnergies Africa Cup of Nations.
More to offer
TikTok content also invested in live UFC broadcasts last year, in addition to soccer. Not only that, but they’ve partnered with Extreme E, Aston Martin, and the British and Irish Lions rugby union. CAF has also been busy, signing a multi-year technical partnership with Umbro. Under this agreement, all referees, volunteers, and connected workers at the organisation’s competitions will be outfitted with Umbro gear. The official ball for the Africa Cup of Nations will also be supplied by Umbro.